Ahead of the system’s UK and European launch, PlayStation has paired up with Channel 4 to deliver an exclusively tailored and engineered launch campaign starting November 22. The launch campaign will include 2 second ‘blipverts,’ and 10 second taser ads, airing exclusively on Channel 4, leading up the November 29 release of the system, when the first of many PlayStation themed competitions will be aired at launch.
Taking clear inspiration from video games, viewers will be asked to ‘Crack the Code’ via an exclusive website, hosted on Channel4.com/PS4. In another first for such a campaign, there will also be a video on demand based competition, giving time shifted viewers a chance to enter.
Chris Braithwaite, Agency Principal at Channel 4 said: “This is a really innovative partnership between two natural bedfellows, focussing on the visual power of both brands and asking our viewers to engage in a completely new way with advertising. We are very excited.”
Murray Pannell, Marketing Director at PlayStation said “Partnering with Channel 4 brings scale, creativity and innovation to our launch, adding another level to the ATL brand campaign and continuing to demonstrate that PS4 is for the players”
James Thompson, Comms Planning Director at Manning Gottlieb OMD said: “PlayStation and Channel 4 share many attributes, from their audience through to their passion for innovation and creativity. This partnership enables us to drive awareness of the PS4 launch whilst also delivering a campaign with engagement and gamification at the very heart of it.”
Sony has so far completely nailed the marketing for the PS4, so it will be exciting to see what this unique campaign adds to the brand’s mainstream power.