CASE STUDY

FREAK - MYSPACE

THE CHALLENGE - CHANGING PERCEPTIONS

Sony Computer Entertainment wants to get PlayStation out of the bedroom and into the living room.

Change the perception of gaming from a lonely isolated pastime to a fun group activity.

Target 16 - 34 yr olds with an emphasis on sharing experiences with friends.

Find creative ways to show people interacting with the PlayStation3, PSP and Sony produced games to increase the viewer’s enjoyment and understanding of the products.

THE RESULTS

1st Place activity has seen the use of SCE products in action across BBC1, BBC2, ITV1, C4, Five, BBC3, E4, MTV, digital channels, in commercials and web dramas.

Out of the Bedroom

Pimp My Ride and The Gadget Show installed PlayStations for in-car entertainment. Friends play Sony games on PlayStations in the living rooms of EastEnders, Coronation Street, Dani’s House and Hollyoaks. Footballers played World Tour soccer on PSP in Hotel Babylon; a character enjoys chilling with his PSP and mates in Hustle.

Creative Interaction

How about having mother and daughter play active Sony EyeToy games in their attempt to lose weight together in You Are What You Eat? Or having rugby star Lawrence Dallaglio running on the Sony game Athens 2004 in A Question of Sport?

Target 16 Year Olds

In order to get a buzz going for a new Sony video game getting ready to launch, 1st Place used pre-release game play footage of UnCharted 2 for integration into Freemantle Media’s new internet drama series Freak. In the opening episode four main characters play UnCharted2 online as part of the action and the MySpace buzz began with blogs asking for more info on the game!

Understand the Products

Peak time channel Five’s The Gadget Show gave a full review of game Little BIG Planet and were so delighted they voted it the No.1 Christmas Game 2008.