Find Your Play
Student Work | Art Direction
Playstation is all about gaming. With this campaign the game comes to life. Find codes to earn points to win prizes.
The Story
The objective of this expanded campaign was to bring the PlayStation experience to Twitch, Instagram, transit, and mobile. The aim of the strategy was to get men and women ages 16-44, who like playing video games, to post and interact with PlayStation on social media. A real world game was implemented that blended the world of gaming with reality.
The OOH ads helped introduce the challenges and provided a QR code link to the contest landing page that provided more in-depth information.
Landing page
The "Find Your Play" webpage was broken down into three categories. Codes, Points, and Prizes. There were many places where players could find codes like Instagram, Twitch, OHH ads, transit ads, and the "Play Orb" data locations. Points were collected from scanning codes. For example, if a player scanned an outdoor ad they would collect 50 points. After a player collected a certain amount of points they could "cash in" and receive a prize or a PlayStation discount code.
Social Media
The campaign made its way to Instagram. There were three variations of posts that players could find. Each post had a code that was used earn points. Twitch streamers released codes during their live streams.
APP and Interactive
The interactive component of this campaign was called the "Play Orb." It could be placed around major metropolitan cities. Each statue had its own barcode. Players had to use the "Find Your Play" app to locate the orb. The app gave a series of clues that eventually led the players to the location.
