Sony PlayStation
How do you build a community around a gaming platform?
Problem: Sony’s PlayStation was exciting. But its CRM wasn’t. Because it consisted mostly of spam emails that gamers ignored. How do you fix things.
Solution: Extend “Play” beyond the console. So it surrounds you 24/7. Making you part of a global community of Play.
Excite
A new welcome video sets the scene.
Engage
Emails and banners that echo the sizzle and fun of PlayStation play.
Immerse
A new app featuring news, updates, tips, deals - and interviews with top developers and gamers keeps PlayStation play lives alongside you wherever you are.
Connect
Deeper connections to the whole PlayStation community. Including a new microsite - showing you who’s playing what and where throughout Sony’s global Play community. And PS-exclusive flash-launch events with celebrity gamers - live-streamed on YouTube.
Expand
PlayStation’s gaming heritage is way longer than that of Xbox. A reworked Plus subscription leverages this. With new buzz and context around each classic game. So you don’t just own the now - but the whole of gaming history.
Enhance
We introduce the concept of Gamer’s Rights. Like human rights -but with additional free pizza. And the ability to spend those hard won trophies in the gaming world, on useful things in the real world.
