PLAYSTATION F.C. FINAL
CREATING THE GO-TO DESTINATION FOR A NEW GENERATION OF GAMING-OBSESSED FOOTBALL FANS
With younger fans consuming football through non-traditional channels, PlayStation wanted to strengthen its UCL sponsorship and rethink the role of the PlayStation F.C. sub-brand, to connect with a new generation of gaming-obsessed football fans.
Fan Intelligence® discovered that fans didn’t fully understand PlayStation’s role in football. They were living out their fantasies with PlayStation, but the link between the brand and the biggest club football competition was missing. So we turned fantasy into reality and created a global activation campaign that gamers could only dream of experiencing on their PS4.
The PlayStation F.C. Final brought together 24 of the biggest global creators from 10 international territories, as they prepared to walk in the footsteps of Champions League heroes the day after the UCL Final. Legend-managers, Andrea Pirlo and Yaya Touré recruited two teams of football and gaming influencers, who broadcast their experiences in the month leading up to the final via kit reveals, online challenges and player announcements. The 90-minute live match kicked off at the Estadio Metropolitano in Madrid on the 2nd of June 2019 with UCL legends, global creators and fans lining up on the team sheet. EA esports commentators, Brandon Smith & Richard Buckley captured every moment as the match was live streamed exclusively on PlayStation’s YouTube channel, broadcasting the PlayStation F.C. Final to an even bigger global audience.
Reaching 86M organic views globally, the PlayStation F.C Final became the go-to destination for a new generation of football fans. In the first 24 hours, PlayStation’s YouTube channel amassed over 550,000 organic views with an average view time of seven minutes, and the PlayStation F.C Final became one of the top trending videos on YouTube for Gaming and Sport.