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Amplify help PlayStation spread the PS VR word...
As PlayStation Europe’s lead experiential agency, Amplify were delighted to be able to work on the launch of one of the most exciting technology developments of recent years – PlayStation VR – their Virtual Reality headset.
Insight + Strategy
VR needs to be experienced to be believed. It was, therefore, clear to us that sampling was going to be key, allowing everyone from partners, media, influencers, trade and consumers to understand and appreciate the incredible capabilities of PS VR. We needed to create a user experience from the ground up, working with PlayStation and key studios to develop the optimum consumer demo per title.
PS VR Experience
In the 18 months leading up to launch we got to know the product in minute detail from the early development phases, positioning us to become true PlayStation VR experts.
Using this insight, we created a comprehensive territory toolkit, giving expert advice on strategy and implementation for live demos to be delivered correctly.
To ensure consistency and success at every single Global PlayStation VR event and sampling at launch, we developed and presented a two-day hands-on training event for 220 PlayStation staff flown in from all territories.
Announcements and Activations
Ahead of launch we created PlayStation VR experiences at top global press and consumer preview events including E3 in Los Angeles, the UEFA Champions League Final in Milan, and Paris Games Week, to name a few.
We also carefully recruited and trained a team of 25 PlayStation VR Brand Guardians. The Brand Guardians, along with our internal expert team, supported PlayStation on the ground at over 50 international territory events, from markets such as USA and Russia to Dubai and Australia.
At launch, we managed a tour of GAME stores, PlayStation’s key retail partner, delivering PlayStation VR experiences to store staff and a further 2,000 fans.