PlayStation Eyepet: Bringing a new exciting game into the world
Feb 08, 2010 by Daisy Ellison
• Creating fans of PlayStation's exciting new pet experience through a nationwide tour
• The design and build of a bespoke stand that brought the game to life and captured eyes wherever it went.
• Ensuring consumers 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 in the bid 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.
Amplify's 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 eyes 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 Amplify to engage with the target audience when at leisure and in the frame of mind for purchasing.
Amply designed and created a presence that 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 the 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.
Red Bull Energy Shots Launch
"All the energy of Red Bull in a shot..." Creating and engaging launch to communicate a new product to trade press and internal teams.
Hewitt Associates: Making it our business to grow theirs
Building Hewitt's graduate recruitment campaign year on year to ensure stand out on campus.
