STRATEGY

I sought out upcoming lifestyle events and negotiated and deployed sponsorships across the country. PlayStation was an annual gaming partner for a variety of radio station concerts across the US before turning our attention to national music tours and festivals. We would send a traveling staff, a tent and kiosks to the Vans Warped Tour, Ozzfest, X-Games, Area One. I also organized our exclusive partnerships for destination music festivals including Coachella, Lollapalooza (Grant Park, Chicago) and the Voodoo Music Festival.  We also sponsored Comic Book conventions nationwide before building our own biannual music tour "PlayStation DualPlay". 

For 3 years, we featured top-billing club djs, promoted with a dynamic mini-site, email blasts, street teams for flyer distribution, and radio stations.  We produced videos comprised of game footage mixed with documentary-style footage to display on screens during performances at the nation's biggest performance clubs. 

We utilized PlayStation Public Relations network for additional exposure while partnering with the industry's top promoters and the House of Blues to book talent, route tours, hire traveling staff and design marketing collateral.