Sony Playstation: BID FOR GREATNESS

Credits & Description:

Type of entry: Social
Category: Engagement Platform
Advertiser: SONY
Product/Service: PLAYSTATION
Agency: BBH NEW YORK, USA

Client: SONY
Product: PLAYSTATION
Entrant: BBH NEW YORK, USA
Type of Entry: Social
Category: Engagement Platform
Entrant Company : BBH NEW YORK, USA
Advertising Agency : BBH NEW YORK, USA
Media Agency : CARAT San Francisco, USA
Production Company : HAUS Los Angeles, USA

Chief Creative Officer: John Patroulis (Bbh New York)
Executive Creative Director: Ari Weiss (Bbh New York)
Head Of Integrated Production: Justin Booth/Clibborn (BBH New York)
Interactive Creative Director: Tim Nolan (BBH New York)
Copywriter: Ian Hart (BBH New York)
Art Director: Dave Brown (Bbh New York)
Senior Interactive Producer: Martin Mlekicki (BBH New York)
Agency Producer: Jennifer Mann (BBH New York)
Agency Producer: Victoria Fishel (BBH New York)
Ux Director: Kelly Bignell (BBH New York)
Head Of Account Management: Armando Turco (BBH New York)
Communications Planner: Julian Cole (BBH New York)
Account Executive: Jonathan Moll (BBH New York)
Strategist: Benjamin Zoll (BBH New York)
President: Jeremy Moss (Haus)
Creative Director: Rasmus Blaesbjerg (Haus)
Head Of Production: Claudine Nichols (Haus)
Director Of Technology: Dino Petrone (Haus)
Senior Producer: Tracey Mcavoy (Haus)
Senior Developers: Joshua Thorp/Steve Scavo/Joshua Mcdonald (Haus)
Creative Execution:
Noting gamers spent millions of hours earning online trophies, but nobody ever recognized these achievements, we created revolutionary kind of web experience: Bid for Greatness. On this website, gamers could use their virtual trophies as currency towards the purchase of real world costumes, weapons and props from the Greatness Awaits Film. Just like that, online achievements were worth more than bragging rights.
Playstation’s relationship with their existing core enthusiasts was strengthened while creating thousands of new advocates for the brand.
Bid for Greatness reached a larger audience by embracing our core fan base, rewarding their greatness online with real-world items, and transforming them into advocates for the brand.
An effort with zero media dollars behind it garnered 157 million earned impressions, catching the attention of 4.2 million gamers and leading to the largest console launch in gaming history.
As PS4 launched, it’s online component- the Playstation Network, was widely viewed as inferior to the competition. We sought to change this perception by offering something no other online service had. Noting gamers spent millions of hours earning online trophies, but nobody ever recognized these achievements, we created Bid for Greatness. For the first time, gamers could use virtual trophies as currency towards the purchase of real world items. Suddenly, online achievements were worth more than bragging rights.
News spread and an effort with zero media dollars behind it garnered 157 million earned media impressions, evidently catching the attention of 4.2 million gamers, and leading to the largest console launch in gaming history.
The target audience was core-enthusiasts. They were staunch advocates of the Playstation brand, but were under the impression that, despite their enthusiasm, the Playstation Network provided an inferior online experience.