How do we engage hardcore gamers to create chatter?

We were approached to create a platform to engage Sony PlayStation’s
hardcore gamers and bloggers.

Activation

We re-launched the PlayStation Access programme; an exclusive community for PlayStation’s most ardent gamers to play new games and experience kit months before they go on sale. The events were hosted in unique locations and underground venues, which were transformed into immersive scenes from the games. Events were promoted one week prior to a closed invite or a referral only
Facebook group.

Each event included a free bar, pizzas and a live performance by a UK artist. Video content from the events was used across social channels to drive game hype pre release.