Challenge

Playstation wanted to generate product trials for the new and relatively pricey PS Vita, a luxury purchase in an oversaturated gaming marketplace.

Insight

Affluent Millennial males covet invitations to exclusive events.
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Solution

An invite-only “social club” where small groups of VIPs received exclusive access to cutting edge entertainment, including the PS Vita.

Results

50+ million impressions
17% increase in purchase intent
300+ pre-orders onsite

Context

We created one-night-only Playstation “Vita Hill” events: contemporary social clubs hosted in trendy neighborhoods. Our target Millenials were treated as VIPs and the PS Vita became their hot ticket experience.

The event and atmosphere elevated Playstation beyond gaming company—and into lifestyle brand.