Sony

UEFA Champions League

Amplify brings PlayStation closer to its fans through a shared love of the game

CHALLENGE

For the past seven years, Sony has tasked Amplify with managing their Champions League presence at the Champions Festival, delivering an engaging yet innovative way for Sony to connect with football fans.

This has taken us around Europe, including Lisbon, Madrid, Munich and London, leveraging a number of passion points from the game, whether it be recreating a 3D football stadium in Hyde Park, kitting out bespoke shipping containers in the docks of Stratford or embracing the ‘colour of football’ in Munich. One unforgettable moment involved the live streaming of the Champions League Final to over 65K people within the iconic Olympia Park in Munich.

In 2014, Sony’s challenge was to incorporate Konami’s Pro Evolution Soccer, (PES) as well as a sampling area to promote PlayStation’s new fantasy football application, Play The Future Top 5.

THE SOLUTION

Amplify created an engaging, functional and spacious experience for the fans, which included ten PS4, ten PS3 and five PS Vita gaming positions, with focus on the most popular titles to maximise dwell time. Fan engagement was also rewarded with merchandise spot prizing.

To bring the Global final of the PES league to life for Konami, Amplify created a bespoke sampling area – 32 finalists from around the globe flown into Lisbon for the final-day tournament. The top two players then faced off live on stage in front of over 5K people, with the winner awarded a pair of final tickets, as well as a fair slice of glory.

The experience also promoted Play The Future Top 5, with a bespoke sampling zone that encouraged fans to sign up via a UEFA Champions League Final ticket competition.

To increase visibility and footprint at the festival, flags were flown above the space which was branded with PlayStation’s distinctive lifestyle imagery.

RESULTS

The experience was highly visible and engaging, generating the following ROI for PlayStation and Konami:

  • 95K total opportunities to see PlayStation and Konami at the festival
  • Over 7.5K visitors to our experience, resulting in over 10K total gaming experiences
  • More than 500 sign-ups to the Play The Future Top 5 app