MLB' 09 THE SHOW by Deutsch Los Angeles for Sony Playstation

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MLB' 09 THE SHOW

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Industry Video Games/Consoles
Media Promo & PR
Market United States
Agency Deutsch Los Angeles
Chief Creative Officer Eric Hirshberg
Senior Art Director Ryan Dickey
Released February 2009

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: SONY COMPUTER ENTERTAINMENT AMERICA
Product/Service: PLAYSTATION
Agency: DEUTSCH
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: DEUTSCH, Los Angeles, USA
Chief Executive Officer / Chief Creative Officer: Eric Hirshberg (Deutsch LA)
Executive Vice President, Group Creative Director: Michael Bryce (Deutsch LA)
Senior Vice President, Group Creative Director: Jason Elm (Deutsch LA)
Senior Copywriter: Josh Fell (Deutsch LA)
Senior Art Director: Ryan Dickey (Deutsch LA)
Senior Producer / Music Supervisor: Marisa Wasser (Deutsch LA)
Senior Digital Art Director: Patrick Cinco (Deutsch LA)
Media placement: TV Campaign - 1 spot - National - 03/01/2009
Media placement: Print Campaign - 2 ads - Magazine - 03/01/2009
Media placement: Interactive Campaign - Microsite, Blogs & Online ads - 03/01/2009
Media placement: OOH - Place Based - 03/01/2009
Media placement: Radio - Spots - 03/01/2009

Describe the objective of the promotion.

MLB is a strong franchise for PlayStation and critical to profitability for the PS3 next gen gaming platform. For 2009, the challenge was to outsell the previous years game, with no real difference in game play or graphics. The big idea of the campaign promotion being that MLB ’09 is the most realistic baseball video game experience. We knew sports gamers weren’t just gamers, they were sports fans as well. We knew that realism had always been a PlayStation MLB product point of difference that appealed to the sports fan in our gamers.

Describe how the promotion developed from concept to implementation
We started the game promotion with a sports fan debate between Dustin and PlayStation with :30 TV. Dustin petitioning PlayStation to change the game to reflect what he thought was an ability to hit high, inside fastballs. PlayStation, of course, stuck by its statistics and refused to budge – in deference to the realism of the game. But the debate went far beyond TV. We created MLB09theshow.com where people could see six various web videos that intensified the debate. Dustin drawing on other teammates he has obviously “scripted” to present his point of view.

Describe the success of the promotion with both client and consumer including some quantifiable results
-Sales were raised by 37% and delivered over twice the web traffic to the official game site vs all of 2008. -At campaign completion, an increase of 137% in PS3 games that had been sold, vs 2008 -At one month, a lift of 136% in games sold, vs 2008 -122% of sales goals were achieved over 3-months -MLB’09 pages on gaming sites received 1.28MM unique visitors during campaign flight. This exceeded MLB’08 numbers by 153% -Banner interaction rates were 2.62%, 557% above MLB’08 work of 0.47% -During the campaign, the official game site received 540,111 views, vs 191,526 in 08.

Explain why the method of promotion was most relevant to the product or service
Because realism had always been a product point of difference, what we needed to do was take that realism to a new level. What better way to show how accurate the game is than start a multi-channel sports fan debate. We did so through multiple touch points. In addition to TV and the online microsite, we also had print, display media, live read by baseball announcers, blog seeding and TV screens in MLB stadiums. This campaign created a pop cultural debate between PlayStation and Dustin Pedroia that spread far beyond initial expectations.