But it’s CRM strategy was anything but playful and engaging. It was dull. And just a little bit dumb.
Their user engagement was based on scattergun emails, that took no account of user interests and preferences. And players treated as spam.
As a result PlayStation built no relationship with its players. Or any sense of community around its platform.
To make the most of PlayStation’s opportunities. Here’s how we did it:
And use every medium as a tool of storytelling. To prove how Playstation play is insanely different and better.
Sony’s been involved in gaming since just after man crawled out of the primal ooze. Xbox hasn’t.
So give your players something to celebrate that fact. Like an oversized wall poster, that comes with their PlayStation. With space to note down their historic achievements too.
From the first moment you turn it on.
We proposed curating the on-console user experience - so the sizzle starts the very first second.
With a new place for spoof pitchman Kevin Butler. He gave the brand an offbeat, compelling voice on television. So why not make that playful voice a key part of the console experience?
Let's have Kevin deliver a storming Welcome video, the very first time the PS3's switched on. Foregrounding the sheer power of the Play experience with PlayStation. Then use Kevin as an on-console avatar and host at key parts of the on-console experience. Taunting, provoking and cheering gamers on
We wanted PlayStation to become a greater part of the player’s day. So we proposed new digital products that went with them wherever they were. Delivering news, updates and alerts.
PS NETWORK MONTHLY APP. Delivers content that feels topical, themed, and fully tailored to user preferences. Better able to highlight the sheer variety of Play PlayStation delivers. Plus current news, cheats, discounts and links to exclusive sneak previews. Making PlayStation a part of more of your day.
BUTLER BOT. Your own Play butler. A Kevin Butler "Bot". Who will keep you entertained, and find you cheats, tips and news. Delivered via text message - all in the voice of Kevin Butler.
Now you can see and feel the scale of the global online PS3 Play community. Interactive and constantly updating–right in the PS3 browser. With the capacity to drill down by nation, game title, or trophies. See which pre-release games are being played - and where. And where to go to play them too.
We build the PlayStation Play communitywith regular pop-up events offering first looks at new products and celebration of Play milestones in local areas. Creating a buzz, community and uniqueness around PS3 Play. Leveraging our mobile app products, Butler Alerts, and Facebook to drive rapid awareness.
We also use YouTube, Facebook and other social channels to keep building awareness and mindshare:
Alerts on our new App Products and Social posts are used to flag to flash events and "crash demos". Driving local engagement and making the PlayStation community feel fresh, compelling and immediate.
The inclusion of celebrity gamers at local events adds glamor.
Event videos posted to Facebook build a library of content to drive engagement and sales of new games and services.
PlayStation makes you a master of every part of today’s gaming universe. But why stop there? With PlayStation you should be boss of every moment of recorded gaming time!
That’s why we proposed a reframing of PlayStation Plus. Up to now this premium service had basically been a repository of old games. But without context, old games, like old movies lose their lustre.
So we proposed a new messaging ecosystem of messaging, information, social and quizzes around this content – to make it feel, current, relevant and contemporary. So every moment of gaming history feels compelling and accessible. So you become a time-traveling “Master of the Gaming Space Time Continuum”. And Plus keeps on deepening of your relationship with Play, and reinforcing PlayStation's ownership of the Play mindspace.
In the games world, your Play has value. The better you get, the more armies you command, loot you accumulate or planets you rule. But then you have to re-enter the real world with a bump. If only all the value you accrued in Play, could have value in the real world…
But what if it could? We envisaged Play becoming a currency. AND trophies becoming spendable through PlayStation as a currency on a range of Sony products. From PlayStation+ subscriptions to new Sony music products, PCs and TVs.
So now your excellence as a player doesn’t just get you respect. It gets you stuff.
We envisaged an online Gamer's Monument for all PlayStation players. Where you can stake your space, display you trophies - and connect with friends, celebrity gamers, and gaming superstars.
Think “Tower of Babel" come "online giant premium condo” Where every PlayStation gamer has a spot. They can display their spoils. And move up the tower to an ever more Premium location and privileges, based on Play Prowess.
Everyone has a right to life liberty and the pursuit of happiness. But what about a right to free pizza and wings for your next gaming marathon. The right to freeways named after Little Big Planet's Avalon Centrifuge? Or the right to monuments to Killzone champions in Central Park?
We envisioned tie ins with partners to give registered PlayStation gamers extra rights. Alongside tactical ads including online mock political petitions and manifestos demanding additional human rights, monuments and facilities for gamers. These would demand your signature as a gamer. And upon digitally signing, it would unlock special deals, freebees and cross-promotions.
Our email and onlline advertising followed the same pattern. Out with the cheesy spam emails. In with bright, new colors and bold messaging that embodied the adrenalin rush of gaming - and the whole PS3 experience.
Our CRM strategy was holistic and multi-dimensional. Building a compelling brand narrative around PlayStation's chosen mindspace of Play. Moving Sony's customer engagement from "arm's length", to a close, frequent and community-focused.
•To keep the player more involved.
•More engaged with the ecosystem around the product.
•More loyal to the platform, and more interested in a product better tailored to their interests.
•More able to purchase more products and services in new ways.
•And more loyal to the brand that proves itself more devoted to Play.
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"Mike is no less than brilliant. His rare mind is a tremendous asset to crafting profound and actionable strategy. His knowledge runs deep; past the workings of advertising, business and modern culture down to fundamentals of humanity. He routinely connects observations to their origins in philosophy, history and social architecture that liberates creativity and reframes the beliefs of clients and colleagues."
BILL WURZ, VP of Product at Mindswarms
