CREATING THE GO-TO DESTINATION FOR A YOUNGER GENERATION OF GAMING-OBSESSED FOOTBALL FANS
With younger fans increasingly consuming football through non-traditional channels, PlayStation wanted to strengthen its brand sponsorship of the UCL and rethink the role of its PlayStation F.C. sub-brand to connect with a younger generation of gaming-obsessed football fans.
To review the performance of PlayStation’s key assets across global territories we built a collective of individuals from our Fan Intelligence Network. This eclectic mix of influential fans, creatives, media channels and designers helped to define the brand’s role in football, creating a strategy that brought to life the ultimate fantasies of its players through its existing partnerships.
This global strategic and creative vision has been adopted across PlayStation’s key properties, helping to create successful results-driven campaigns like the PlayStation F.C. Final. The PlayStation F.C. Final brought together 24 of the biggest global creators 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 months leading up to the final via kit reveals, online challenges and player announcements. The campaign concluded with a 90-minute live match at the Estadio Metropolitano in Madrid on the 2nd of June 2019 with UCL legends, global creators and fans lining up on the final 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.
The PlayStation F.C. Final became the go-to destination for the global crossover of youth gaming and football culture; reporting huge success on social with 550,000 organic non-paid views and an average view time of seven minutes in the first 24 hours. The livestream reached the top trending video on YouTube for Gaming and Sport, with a total of 84M organic views, 175M impressions, 6.7M engagements and a reach of 90M. PlayStation’s sponsorship awareness saw a global increase amongst its target audience of 13-24yo fans and the campaign has redefined how PlayStation will work with gaming-obsessed football fans, moving forward.