Sony Targets Gamers with the Playstation Experience - Event Marketer

Sony Targets Gamers with the Playstation Experience

DB_Gold_Sony_2006 Ex
Brand: SONY
Agency: CRAFTSMEN INDUSTRIES
Awards: EX AWARDS — BEST VEHICLE DESIGN
Year: 2006

Sony took its PlayStation and PSP gaming systems out on the road and into the hands of gaming enthusiasts with the PlayStation Experience, a 45-week national tour targeting large-scale lifestyle events such as auto races and music festivals.

The 72-foot customized tractor trailer was decked out with 26 gaming stations, custom-built stainless steel gaming kiosks, 16 21-inch LCD monitors, three 32-inch LCDs, and one 61-inch plasma screen that served as the centerpiece of a competition stage.

And that’s not all: A PSP Bar showcased eight PSP units around a circular tabletop. The Gran Turismo 4 Pit Stop area let gamers try out the well-known motorsports game in a simulated racecar cockpit. “The completely interactive design of the PlayStation Experience was absolutely central to delivering every important element about the PlayStation brand to the target demo,” says Andrew Adams, SCEA mobile marketing manager.

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