PlayStation Woos Singers with Mall Activations - Event Marketer

PlayStation Woos Singers with Mall Activations

DB_Sony1_2008 Ex
Brand: PLAYSTATION SONY
Agency: MARKETING WERKS
Awards: EX AWARDS — BEST MALL EVENT PROGRAM
Year: 2008

To create buzz and increase sales for its SingStar collection, PlayStation took malls across the country by storm with SingStar on Tour.

Using a branded, 22-foot Sprinter Van as the centerpiece at each mall, PlayStation set up a fully branded stage and four gaming stations showcasing a different title in the collection on PlayStation 2. Shy singers that didn’t want their voices projected across the mall could find refuge in two standalone kiosks on the side of the van. A third kiosk, at the rear of the van, featured a 40-inch Sony LCD TV.

SingStar staff members kept the energy high, teasing mall goers to battle it out on stage for prizes as well as educating consumers about the product.

PlayStation spread word via singstarontour.com. Web visitors were linked to the SingStar message board, which was linked to MySpace, Facebook and other personal networking sites. The malls were littered with tour signage and retailers gave out tour coupons. The event was also promoted on mall websites. PlayStation handed out SingStar buttons, lanyards and “I rock the mic” t-shirts to build excitement.

The tour hit its mark, increasing SingStar sales 460 percent. It’s impact was evident in 62 percent of purchases made by first-time buyers  taking place when the tour was in town with 10.5 percent of $5 coupons being redeemed. The program generated nearly six million impressions.

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