PS Vita Rooms UK

Amplify continue their PS Vita journey with the UK consumer launch.

Following our successful European PlayStation Vita media launch it was then time to take the product to the UK consumers.

We challenged ourselves to create an experience that delivered through all channels – the numbers of samples, the richness of experience, the retail drivers, the word of mouth. To do this, we placed the product at the heart of the community as the PlayStation Vita Rooms popped up in prime high street locations in London, Manchester and Glasgow.

We drew on our in-depth experience of the UK gaming market to bring the proposition 'The World is in Play' to life. The stores hosted media and celebrity previews, retail training, in-store gigs featuring the likes of Radio 1 DJ Chris Moyles and artist Tinchy Stryder as well as exclusive gaming nights for the PlayStation Access community.

During 21 days of activity, over 13k consumers tried the PlayStation Vita. We reached another 6m people through Twitter and 112k on Facebook. With the reach of print and online publications adding up to 51m, there were 101m opportunities to see in total.