PlayStation marked the launch of its PS5 with a viral marketing campaign that took over London’s Underground. For 48 hours, PlayStation switched out some of the Tube’s original red roundels for the iconic pink square, green triangle and blue cross. While the streets of London are much quieter than usual, tourists and daily commuters were greeted with the neon signage around the city.
In a time when not much activity is happening outside, PlayStation’s campaign came as a surprise to many. The choice to create an experiential campaign that fewer audiences could experience may seem like a lapse of judgement. But the power of social media combined with the experiential approach excited gamers and members of the public alike.
The power of social media
While the campaign was most effective for those who could take to the streets of London to see it in person, social media played the biggest part in the virality of this campaign. PlayStation UK posted the rebranded Underground stations across its social media channels to spread the message to fans.
— PlayStation UK (@PlayStationUK) November 18, 2020
Social media is a powerful tool used to access an audience far bigger than any physical campaign would allow; especially in the middle of a pandemic, when London’s footfall has dropped dramatically. Gaming fans and PlayStation users worldwide reacted well to the temporary rebrand praising its fun and innovative approach.
The PS5 marketing campaign goes alongside its new advertising campaign with the latest messaging, ‘Play has no limits’. The Sony brand wants to ensure that technology doesn’t come in the way of its customers. Combining social media and experiential marketing showed fans just how much PlayStation wants its users to feel immersed in the gaming experience.
What can businesses learn from PlayStation’s campaign?
As demonstrated so well by PlayStation UK, social media should be utilised by businesses as much as possible. It should play a significant role in your marketing strategy as it opens up your reach to much wider audiences than just your clients. Developing a strong and active social media presence will ensure your audience and prospects understand your firm, services, expertise and opinions. Showcasing the value of your business with engaging posts on social channels will increase your brand awareness. It will expand your audience and help to build positive client relationships with longevity.
PlayStation used social media to its advantage to reach audiences far wider than just the city of London. Your business can do the same by posting content that doesn’t just engage your clients and geographic region. You should post quality content across different social platforms at any opportunity to make the most of your reach. Develop a regular schedule to ensure your audience comes to expect your quality content and expertise.
Your posts should be engaging and different. PlayStation avoided text-heavy captions and focused on real-life experiences, imagery and video. You could share video content, blog posts, featured magazine articles, case studies and infographics on your social media channels to differentiate from your competitors. Your social media should create an experience that your audience can’t find anywhere else.
Increase virality and build relationships with your audience by starting and engaging in conversations with your clients, prospects and industry to discuss opinions on a piece of content or trending topic. This will develop your strong social reputation and ensure you’re keeping up with the latest conversations being had in the industry.