Sony’s Mobile Arcade Changes Shape for Targeted Events
Built to resemble a pro sports locker room, Sony’s mobile arcade featured eleven gaming stations showcasing the entire 989 Sports library of videogames. The truck had two ramps, those slick gaming stations, and sports-related decorations and memorabilia-type items throughout. PlayStation took a commanding roll with prominent signage, logo placement, and a pair of tents set up outside the main vehicle. Games and creative were refreshed based on venues. (At ballparks, for example, the videogames were MLB-flavored.)
The truck served a variety of purposes. It visited a pre-selected Walmart store or military base on the weekend and other smaller venues during the week. The vehicle also played a part in other 989 sponsorships, sharing activation of such properties as NBA All-Star balloting and the 2003 NFL Experience. Promotions were also anchored by the Locker Room—consumers, for example, qualified to win trips to the Super Bowl by competing in GameDay 2003 tournaments on the rig.
The truck visited 31 retail locations and generated more than 18,000 interactions. Some 35,000 sports fans visited the Locker Room at sports events, and another 55,000 caught the rig at other tour stops. Stores reported measurable sales increases following a truck visit. Game on.