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CASE STUDY: Current TV and Sony Playstation - VCAMs

Provided by Sky Media
Sony achieve stand-out awareness for the new game Resistance 2. Sky Media used VCAMs to inspire viewers to create their own ads.

What was the Challenge / Background of the Campaign?

Sony PlayStation's Resistance 2 was the hugely anticipated follow-up to 2007's critically acclaimed Resistance: Fall of Man. To be released in the build up to Christmas 2008, Sony needed to achieve stand-out awareness during this peak game purchase period. Sony and their media agency, Manning Gottlieb OMD, were looking for a unique way to generate excitement during this crowded period. Wanting to engage with their audience and finding the profile of Current TV a perfect fit, we launched the UK's first VCAM - an innovation that inspires viewers to make their own ads.

What was the Campaign Objective?

- Build on the success of Resistance: Fall of Man - Generate pre-Christmas awareness amongst the key demographic - Encourage game and brand interaction - Target gaming and tech enthusiasts

What was the Solution?

Current TV is a two screen experience - TV and online; this was the perfect environment to promote Resistance 2 within a genuinely engaged community who are gaming and tech enthusiasts. Through PlayStation's partnership with Current, they could empower the creative and gaming communities to get paid for doing what they love. Launching the first VCAM campaign in the UK gave Sony a truly unique campaign, putting them closer and engaging with the end users of their products. An online assignment page provided a creative brief, plus logos and pack shots that can be used.

What were the Results?

Over 50 VCAMs were submitted, generating hundreds of online votes plus lots of buzz and comments within the community. The quality and creativity was outstanding. Four entries were finally selected to run on Current TV until February 2009 and a multi-platform buy-out has been negotiated for PlayStation to run them elsewhere. Resistance 2 performed extremely well in terms of sales, charting at number 2 during a very crowded launch period.

What were the Key Learnings of this Campaign?

As a UK first, the Resistance 2 VCAM campaign has reinforced PlayStation's pole position as a leader in innovation. The game's unique features were brought to life through fresh, authentic ads - created by the very audience PlayStation were targeting. The campaign is being entered for numerous awards including the Association for International Broadcasting. "The VCAM activity enabled us to achieve cut-through with a very media-savvy and difficult to reach audience" Phil Lynch, Software Product Manager, Sony Computer Entertainment UK Limited (PlayStation).

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsYoung creatives and gamers.
16 - 24
25 - 34
Male
All
Students
ONLINE
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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