#4ThePlayers

Amplify help give PlayStation back to the players...

Challenge

PlayStation fans have made the brand what it is today, but by moving into the home entertainment space some players were left behind. Amplify were challenged with launching the PS4 and strengthening long lasting connections with true gamers.

Insight

We know that PlayStation has become a staple household item, but since 1994 gamers have been at the core of its success. That truth has remained to this day – we just had to give them some love.

Strategy

Create a launch that inspired an already knowledgeable audience, whilst also making the event an industry landmark and showcasing the next generation of hardware and software.

Solution

#4ThePlayers

We put PlayStation’s gaming fans back into focus by transforming a Covent Garden venue into an immersive PS4 space. A multi-faceted experience was created for every type of gamer over a number of days. Audiences reached include media, bloggers, developers, trade and retail; celebrities like Amir Khan and Dizzee Rascal; and, of course, the fans.

The events culminated in a PS4 midnight launch, where 400 fans queued for four days to be the first to get their hands on the console. Those who battled the elements were invited to an intimate Tinie Tempah gig, strictly #4THEPLAYERS.
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