L2R2
Challenge
PlayStation struggled with localized content in the Nordics, which resonated with the target audience (gamers).
They wanted an authentic connection between PlayStation and their audience.
However, they quickly realized that communicating to digital natives was harder than they first anticipated.
Solution
We rebooted PlayStations YouTube concept L2R2, with a focus on the core audience and quality of production.
We worked with a mantra of ‘putting butts in seats.’
We made sure that the show catered to gamers by changing up the core concept of the show, it’s hosts and made it into solid gaming content.
Numbers
Over 2.6 million views.
More than 17 thousand comments and likes combined.
The average view time is 7.17 minutes per episode.
L2R2 has avg 20.874 hours watched per episode.
Challenge
PlayStations Nordic Instagram profiles suffered from mostly having commercial content, that did not resonate with the target audience. PlayStation wanted their profiles to be more gaming community focused, with engaging and relevant content based on trends and gaming insights.
Another challenge was consistency across Nordic channels. Keeping content localized for both Denmark, Norway, Sweden, and Finland at the same time even when guidelines was set by Sony Interactive Entertainments Global office is important.
Solution
With deep knowledge and insight in the gaming target group we able to create commercial content that pleases the PS brand while entertaining engaging the audience. We created a setup for PlayStation, where we ideate and produce posts for their Nordic Instagram profiles and deliver posts every 2nd week. That way we ensure that the content is up to date and keeping up with present trends.
In addition to our 2-week workflow, we also created a system that prioritises special promotions for game or hardware releases.
PSVR2
Challenge
The PSVR2 is a major hardware product for PlayStation, and the release of the product had to live up to that status. The real challenge with such a product is communicating and showing the audience just how real VR feels, but on a flat screen. Furthermore, the campaign had to resonate to 4 different countries.
Solution
We teamed up with the best bow athletes in Denmark, Norway, Sweden, and Finland to test out their skills with the PSVR2. The result showed the target audience just how real the PSVR2 feels, while showing immersive content from in-game.