Amplify
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Case Study: Sony Interactive Entertainment achieves global buzz for the PS5 launch with Amplify
A Amplify Case Study
Sony Interactive Entertainment launches PS5 worldwide with Amplify, driving 24M global views
The customer, Sony Interactive Entertainment, faced the challenge of generating mass awareness and buzz for the global launch of the PlayStation 5 console amidst pandemic restrictions. Their goal was to reimagine a traditional in-person launch event into a digital celebration that could excite and unite the global gaming community. The vendor, Amplify, was engaged to develop a strategic solution.
Amplify implemented a 'built-for-camera' strategy, creating a series of immersive, anamorphic cinematic shows that lit iconic global landmarks blue. This "Play Has No Limits" campaign transformed locations like Dubai's Burj Khalifa and Tokyo's Kanda Myojin into a coordinated global content engine. The resulting films were shared on social media, achieving over 24 million views and successfully uniting the community for PlayStation's biggest console launch.
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