Objectives
- Promote the release of the new Sony PlayStation 2 interactive game ‘ SingStar’
- Introduce the public to a completely new way to play games with voice tracking
- Target predominantly the youth market through sampling demonstration activity
Activity
- Operate sampling demonstrations in high footfall shopping malls nationwide with active staff at each event
- Public get to play and experience ‘ SingStar’
- Distribute promotional material and merchandise detailing the game’ s release date.
Communication
- PR activity was conducted to promote activity to local press and media
- Design & install bespoke POS and branding material including a ‘ Battle Booth’
- Loudspeaker/Tannoy announcements were made in each of the shopping Malls to promote the activity.
Results
- Activity at a total of 10 high footfall shopping malls
- Over 2,500 people sampled SingStar with an estimated 70,000+ experiencing the demos.
- Extremely successful campaign that was not only a great branding exercise but also contributed to the fantastic sales results
