PlayStation Eyepet: Seeing is believing
by Daisy Ellison
Headlines
• Create fans of PlayStation’s exciting new pet experience through a nationwide tour
• The design and build of a bespoke stand to bring the game to life and capture eyes wherever it goes.
• Ensure consumers have the best possible experience through curated demonstrations and a team of expert staff.
The Challenge
Launching in late October, EyePet was up against the competition of thousands of other family games bidding to secure a spot on Christmas lists throughout the UK.
With the knowledge that they had something special, PlayStation wanted to get as many consumers as possible to experience first hand the magic of EyePet. Knowing that this would in turn further support sales through newly converted fans spreading positive word of mouth.
Our task was to create an EyePet experience that brought the magic of EyePet to life, ensuring consumers had the best possible experience of the game while reaching as many people as possible.
Amplify’s Approach
With the requirement to reach high family footfall figures, shopping centres were the obvious place to house the EyePet Experience. Allowing us to engage with our audience when at leisure and in the purchasing frame of mind.
Our stand formed a seamless extension of the game. Creating stand out with rich and colourful design content, and encouraging play through interactive touch points such as 3D walls, faux grass flooring and dressing up props. Viewing points were maximsed by removing the outer walls of the stand, opening up the experience for all to see.
The enthusiasm and skill of our expert demo staff was an essential ingredient. Introducing EyePet through lively and engaging demonstrations, and ensuring fun throughout.
Results
A much talked about 3 week tour across the country, resulting in over 30,000 EyePet fans.
PlayStation’s objective of reaching 100,000 sales pre-Christmas was met. And
with the resounding positive feedback from consumers ranging from ‘awesome!’ to ‘this is amazing!’, EyePet was inevitably a big hit this Christmas.
