But social trends have moved on and representing gamers as insular is not as acceptable. PlayStation wanted to make sure it had adjusted its positioning, moving away from the fantasy world imagery that had accompanied the launch of PlayStation 2 in 2000 to be seen as more sociable.
The PlayStation Experience had taken place in 2002, but on a fairly small scale. Both years the Experience was held alongside the European Computer Trade Show - the biggest event of its kind in Europe - at Earls Court.
Sony Computer Entertainment Europe (SCEE) decided to significantly expand the event for 2003, and surround it with a £1.5m advertising package to give it resonance beyond London. PR proved most effective in this task, with Channel 4's T4 youth strand broadcasting from the event.
Given the edgy nature of the brand, SCEE needed some innovative tricks to promote the Experience. It hired people to tour shopping centre car parks the weekend before the event, leaving flyers under windscreen wipers suggesting that consumers might like to be doing something a bit more fun (like visiting the Experience) the following weekend.
Playing to win
The Experience was designed around the new games available for PS2, many of which used the idea of active, sociable play. EyeToy, for example, allows players to ditch PS2's controllers altogether - body movements are followed and displayed on-screen via a camera on top of the TV. A notice board was filled with Polaroids of players, heavily annotated with flirty comments from others (plenty of girls attended).
An 'NBA' live basketball shootout and the opportunity to play games inside a real Formula One car increased the novelty factor and helped associate gaming with social activity.
Alan Duncan, PlayStation's marketing director, regarded visitors' enjoyment of the event as key to its success, and not just because it increased the loyalty of PS2 fans. 'Retailers could see how well people were reacting to the new games. It was an immediate exercise in customer research,' he says.
He believes the Experience helped the brand sustain its price (and maintain margins) without losing volume sales during autumn 2003. Its long-term value to the brand was shown by the 20% rise in numbers of gamers agreeing with the statement 'I only play games when I'm with friends'.
Duncan is undecided whether to repeat the Experience: 'A different approach may be more appropriate,' he says.
Indeed, the chances of a reappearance of the event in 2004 have been reduced by the fact that another gaming show is being planned - by retailer Game, Future Publishing and London Events. SCEE is deciding whether to get involved.
But its experience has not been wasted. The Experience idea has been adopted by Sony in nine overseas markets.
MEDIA PLAN
Objective
Although PlayStation was the clear leader in the gaming market in 2003, research had discovered a problem with the way consumers were starting to perceive the console game-playing. Solitary pursuits were on the wane - people were rediscovering their sociable sides and wanted to share their leisure activities with friends. PlayStation needed to reflect this trend in its branding and shore up its position as market leader.
Strategy
Since the 2000 launch of the PlayStation 2 console, the brand had been crafted as dark and exclusive, with esoteric ads by David Lynch featuring slogans 'The Third Place' and 'Live in your world, play in ours'. But to appeal to a new group of players who weren't interested in locking themselves away in their bedrooms for hours, the brand needed to embrace fun and sociability. The new slogan 'Fun, anyone?' was designed to be invitational and inclusive.
Execution
Rather than just telling consumers that PlayStation is a sociable pastime, Sony showed them, with a four-day show in London's Earls Court over the August Bank Holiday 2003. Areas were created where consumers could play each other. Valuable PR was generated with Channel 4 broadcasting from the event. TV, posters, radio and flyposting activity took place, featuring offbeat stick characters. The campaign saw the slogan 'Fun, anyone?' written on dirty walls and lorries.
Results
The show sold all its 40,000 tickets prior to the event. The PR agency generated coverage in the national press, men's and gadget magazines. The Experience also featured on Channel 4 News and BBC Radio 1 Xtra. The event helped keep the brand's market share at 70% while Xbox and Nintendo were discounting consoles. PlayStation began discounting just before Christmas 2003, but kept its price at £169 for longer without losing share thanks to its summer campaign.
AGENCIES
Advertising: TBWA\London
Media: Manning Gottlieb OMD
PR: Jackie Cooper PR
Stunt marketing: Diabolical Liberties
Web design: Maher Bird Associates
Show design and build: Mice International
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