LBi International

www.yourpsp.com

The Relationship

LBi has worked with Sony PlayStation on a number of high-profile campaigns, launching new games and products, and winning some of the industry's most respected awards along the way. Beginning in January 2005, our input has evolved from tactical engagement for a product launch, through to end-to-end brand, design, and development strategy. The client's market of nearly 30 regions presents significant challenges in terms of language, licensing, and release plans.

The Work

Sony PlayStation Portable (PSP) Launch
Following the success of previous engagements with LBi, Sony Europe decided to launch their brand new hand-held entertainment console online. LBi partnered with Sony to deliver a two-tiered strategy. Firstly, a teaser site collected consumer data and built up excitement around the new product before the launch. Secondly, an innovative campaign website was designed and developed. Both sites were delivered in ten languages across 22 locations to a tight deadline.

PlayStation3: This is Living
The arrival of the PlayStation 3 was one of the world's most eagerly anticipated product launches in recent times. The console heralds a new era in gaming, allowing players to interact with games, movies, and each other. LBi's launch campaign, 'This Is Living', celebrates the living, evolving properties of the console. A rich, immersive experience based in a virtual hotel was created, a unique, mysterious place visited by an eclectic mix of characters. Visitors can explore both the relationships between the characters and the ever-changing experiences that occur at the hotel.

Sony SingStar Launch
To coincide with the release of SingStar on PlayStation 3, the SingStargame.com website has been re-launched with a brand new look as a branded online destination where SingStar fans can share the fun they're having with the game. SingStar fans can upload their performances, browse, buy, and download songs online from the SingStore, play games and catch up on latest SingStar news. Visitors can also download wallpapers, IM icons, and Bebo/MySpace skins. Off-site, we've launched a SingStar Gifts app for Facebook, allowing the fans to send each other SingStar-branded gifts.

The Outcome

PSP
The award-winning (Webby, 2006) www.yourpsp.com is a huge success. The approach was so effective that yourpsp.com became the first centrally produced PlayStation site to be used across all 22 Sony Europe territories.

Playstation 3
The PlayStation 3 campaign went live in 22 territories in Europe and the rest of the world simultaneously. The 'This Is Living' website was 'one of the most creative online PlayStation campaigns ever', according to the Sony client. The site succeeded at reaching a wide audience, with registrations at launch running at one per second. Dwell times on the site averaged between six and ten minutes, with some users spending over 40 minutes exploring all the hidden features and thousands of users participating with User Generated Content sections.

Singstar
The new SingStargame.com represented a real departure for Sony Europe, away from the product-centred micro sites that are the mainstay of the gaming industry. It has been Sony's best, most consistent performing site, creating a real buzz around the game, showcasing the fans, and firmly embedding playstation in the social media/user generated space. The site was shortlisted for the 2008 NMA Awards and was highlighted by Playstation as the most successful game site in their history, in terms of both traffic, dwell, and levels of ongoing engagement.

Tags: award-winning, client, featured, Playststion, sony, Web design

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