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Case Study: Sony Interactive Entertainment reignites PS5 hype worldwide with Amplify
A Amplify Case Study
Sony Interactive Entertainment reignites PS5 hype in 51 markets with Amplify
Sony Interactive Entertainment faced the challenge of reigniting global hype for the PlayStation 5 console in 2023 after supply constraints had eased following its 2020 launch. The customer tasked Amplify and adam&eveDDB with a strategy to excite players about the exclusive experiences available on PS5 and drive yet-to-be owners to purchase the newly restocked consoles.
Amplify helped guide local markets to bring the 'Live from PS5' concept to life through a comprehensive, mixed-media campaign. The solution involved creating real-world activations in high-footfall locations that made game worlds from popular titles crash into reality, supported by news-style reporting. This ambitious campaign spanned 51 markets and resulted in the remarkable sale of 19.1 million PlayStation 5 units globally, a 66% increase in sales from the previous year.
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