STRATEGY

I identified emerging lifestyle and entertainment opportunities across the country, then negotiated and activated sponsorships that positioned PlayStation within the culture surrounding music, action sports, and gaming.

PlayStation initially served as an annual gaming partner for major radio station concerts nationwide before expanding into larger-scale tours and festivals. We deployed traveling teams, branded tents, and interactive gaming kiosks to high-profile events including the Vans Warped Tour, Ozzfest, X Games, and Area One. I also secured and managed exclusive partnerships with destination music festivals such as Coachella, Lollapalooza in Chicago’s Grant Park, and the Voodoo Music Festival, while supporting comic book conventions across the country.

That experiential strategy eventually evolved into our own proprietary platform, the biannual PlayStation DualPlay music tour. Over three years, the tour featured top-billing club DJs and was supported by an integrated promotional campaign that included a dynamic microsite, email marketing, street-team flyer distribution, radio partnerships, and branded video content. We produced custom visuals blending game footage with documentary-style content for display throughout performances at some of the country’s leading nightlife venues.

To extend the program’s reach, we leveraged PlayStation’s public relations network while partnering with leading promoters and House of Blues venues to book talent, route the tour, staff each market, and develop cohesive marketing and on-site collateral. The result was a fully integrated national platform that connected PlayStation with influential music communities in a way that felt authentic to the brand and the audiences we wanted to reach.