Sony Playstation Promo, Case study THE BRAWLER IN THE DIGITAL PLAYGROUND by OMD Hamburg

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THE BRAWLER IN THE DIGITAL PLAYGROUND

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Industry Video Games/Consoles
Media Promo & PR, Case study
Market Germany
Agency OMD Hamburg
Client Service Director Stephan Gruner
Released March 2013

Credits & Description

Advertiser: SONY COMPUTER ENTERTAINMENT DEUTSCHLAND
Agency: OMD
Category: Other Consumer Products (including Durable Goods)
Advertising campaign: THE BRAWLER IN THE DIGITAL PLAYGROUND
Client Service Director: Stephan Gruner (Lommelludwig)
Group Head Digital Planning: Thomas Thürl (OMD Germany)
Digital Planner: Selina Wertschulte (OMD Germany)
Product Manager: Christian Kalinowsky (Sony Computer Entertainment Deutschland)
Managing Director: Jan Schlüter (Mediakraft)

Strategy
The new PlayStation brawler "PlayStation All Stars Battle Royale" is set to be launched with a small budget and in a marketing environment saturated with other, massively-hyped launches.This is a genuine challenge in itself, but the real problem goes much deeper than that.How do you reach a generation of young people who have long abandoned the wasteland of conventional TV programs for the digital playgrounds of YouTube and Facebook?Our insight is that we must become part of this digital playground. And we can only succeed in this if we home in on our target audience’s particular sense of humour.

Execution
To conquer the digital playground, we brought in one of its loudest break-time jokers: the three stars of the channel ApeCrime Reloaded on YouTube and a member of the equally popular Y-Titty team. Together they had the potential to reach several million fans within our target audience. Our mission was to parody "PlayStation All Stars Battle Royale" (ASBR). And parody it we did. No other major games developer had ever officially tried advertising a new product with an Internet spoof. All the more reason to try it!The four Internet stars changed into the costumes of the most popular ASBR characters and set to work on anarchical messages and absurd battle sequences. Six different battles were staged with an utter lack of respect for taste. And no matter which character ended up lying defeated on the floor, the result was that our target group ended up lying on floor laughing!

Effectiveness
The interactive video parody has been both teams’ most successful video to date:• 1.9 million total views in December 2012 vs. a total potential of 3.2 million Male Teens 12-19 years • 38,000 interactions with 31,000 likes (only 1.3% dislikes), 6,600 almost entirely positive comments • Efficiency:Outperforming TV-the whole activity only cost half the price of one premium prime time TV spot placement. (CPT index vs. TV: 56!).• Top 10 Sony PS3 Game in German Amazon sales ranking• Amazon User Rating 77% 4 and 5 Stars (Ø 4,1 of 5)• Best of E3 2012:Best Fighting Game.