Sony PlayStation
Challenge
Sony Computer Entertainment Europe needed to connect to audiences who enjoy playing casual games on major American and European social networking sites.
Kerb were briefed to design and develop socially-focused, digital marketing campaigns that would enable them to achieve this.
What We Did
Being aimed at casual gamers, the campaign needed to be presented to Facebook audiences in a format that they could fit into their daily mix of social, play led experiences. Kerb worked closely with agencies TBWA, Sponge and OMD to develop a digital campaign strategy that worked in synergy with the ATL, experiential and media buy strategies.
We proposed that SCEE release a light version of the boxed product that would utilise the social graph of Facebook gamers to spread awareness of the title. Supported by media packs, the campaign allowed territory owners to create bespoke banner strategies and high profile takeover campaigns.
What Happened
MiniGP was released onto Facebook, Hives (Holland) StudiVZ (Germany) and Netlog (Belgium) in May 2010 and delivered 3.1 million plays averaging 7 minutes with 13% of players regularly coming back for more racing action.
Players were invited to experience the game’s Race, Create, Share promise in an online and social format and 200,000 players used Facebook connect to play and share the game from the brand site.
We coordinated a seeding campaign that brought a further 1m players to Facebook.
Kerb also produced branded interactive homepage takeovers that appeared on European MSN channels as well as Sony PlayStation’s European and American sites. The game launch proved a huge success with the digital buzz driving sales and brand awareness-exhibiting the power of incorporating brands within influential social media platforms.
