Smart strategists know that the future is not about one point of transmission. Instead, it is about an audience who engage at a variety of different junctures. TBWA's strategic effect here was to create an intriguing narrative aimed at driving word of mouth.
All the PS3 campaign channels are visually stunning; the website is full of animating impact, but it is the intelligent sound design, so often overlooked, which is most satisfying; it hums, buzzes, whistles and rocks in all the right places. The films, too, are expertly directed. What gripes slightly is the detail. Is there actually sufficient substance, and who cares enough about the characters when they are pieced together so randomly? There is no apparent reason to bother sticking with it other than the aesthetics. With PlayStation needing to target the fickle audience of Generation 'why should I care?', this might be where it is missing a trick.
What about interweaving a cohesive plot where an audience will feel compelled to explore the outcomes of the central characters? A fan base can be grown online over a longer period than traditional one-hit advertising allows, creating loyal advocates on the way. If PlayStation has more up its sleeve along these lines, this could be its masterstroke.
Agency: TBWA.
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