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AUCKLAND, Today: TBWA’s Eleven PR has applied creative imagination to the idea of gamifying the launch of PlayStation’s DualShock4 wireless controller – via Phantom Billstickers.

Here’s their concept:

  1. Place actual PlayStation controllers in locked boxes fixed to Phantom Billstickers’ poster sites.
  2. Tell fans that they can grab a controller … but only if they track down the poster location and unlock the box with special codes released every hour via PlayStation’s Instagram account.
  3. Watch the frenzy kick off.

PlayStation piled on the drama by running this promotion for just one week in Auckland before rolling it out in Wellington and Christchurch.

Phantom’s Ben Stonyer said: “Gamers were standing in line for hours, clutching their phones and refreshing Instagram to earn a go at winning a brand new PlayStation controller.

“We even had to hire security guards to make sure things didn’t get out of hand. Game on!

“We even had to hire security guards to make sure things didn’t get out of hand. Game on!”

Phantom Billstickers worked closely with PlayStation and its agencies to pull off the launch. “It involved getting our workshop guys to create custom boxes out of clear acrylic that showcased the controllers, and ensure they were totally secure,” Stonyer said.

“Then we identified suitable poster sites and coordinated all the logistics.

“Experience has taught us that you have to get every detail right to unlock the potential of a campaign like this – one that unites the physical and digital in a totally new way. It’s a big challenge but the pay-off can be huge.

PlayStation head of marketing Krister Robinson said she’s delighted: “Whether through social media or on the street, this is a fun campaign that people have really engaged with. The posters really bring the offering to life.

“I’m stoked with how it’s turned out and the collaboration between the different agency partners has been impressive.”

  • Earlier M+AD story (with agency credits) here

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