Sony PlayStation

After 25 years of gaming, PlayStation wanted to reward its fanbase across the globe, so we created a new kind of loyalty program that celebrated their love of play. Called PlayStation Stars, it gave players an opportunity to access exclusive games and levels, earn valuable reward points, and grab rare digital collectibles to share with friends in their own digital display cases.

We launched the program with a video featuring classic music, characters and other fun easter eggs from the world of PlayStation, then followed with a social campaign engaging PlayStation’s 50 million subscribers across all channels. We even got some of the world’s top gamers involved, promoting PlayStation Stars by sharing their own accomplishments and trophy cases online with their followers.

The result? Unprecedented signup within the first 24 hours, far surpassing our target of 5 million subscribers within the first month and creating enormous buzz and excitement around the brand and the program.