Convention:
PS3 perceived as an “exclusive high-end game console for otaku gamers”

Cause:
The PS3 is much more than merely a game platform

Campaign:
By creating two types of campaign streams, User’s versions and Game Creator’s version, we set out to capture the imagination of people beyond otaku gamers.
In addition to television, OOH and print, we generated significant viral attention by having several globally acclaimed Game Creators (Producers) appear on-air, interacting with their In-Game Characters.

Results:
Expanded usage into new consumer segments (30’s and 40’s Married Males) who were new to PS3.
Post campaign research indicated “inspirational attributes” and increased “product purchase inclinations”.
Blogging activity spiked among game fans due to the unique concept of having the game creators interact with the characters they created. PS3 gained additional awareness on TV shows who subsequently invited the Game Creators we featured in our TVCs to appear on their shows.