PS4’s hotly anticipated game, inFAMOUS: Second Son, is all about power. As the main character, you possess superhuman amounts, and you have to choose whether to use it for good, or use it for evil.

So in the lead up to its release, we gave gamers more power than they could have imagined. Instead promoting the game, we advertised for a new Head of PlayStation.

Through the country’s number one job website seek.co.nz and the nation’s leading newspaper The New Zealand Herald, as well as outdoor and radio, we advertised the position.

The ads required people with unique skills, such as ‘lighting up the room whenever they enter. – Usually with fireballs,’ and we soon attracted attention in the media and word soon spread amongst gaming forums, leading all candidates to apply at enjoyyourpower.co.nz

Here, 7,000 power-hungry gamers were subjected to psychometric profiling. Those successful moved onto second round video submissions. Then our final six – Who all faced live interviews. Before the most power-crazed gamer of them all was given the nod. Who, like the character in the game, could use his power however he wanted.

He had a choice - To run the company for the day or be one of the first in the world to play inFAMOUS Second Son. Surprise, surprise, he chose to play inFAMOUS. ALL. DAY. LONG.

All unsuccessful applicants could watch his day play out online, and see him not only use and abuse his power, but launch the game with the ultimate demonstration.

Instead of advertising the power available in the game, we went one step further. We advertised for a new Head of PlayStation.

Through the country’s leading job website, seek.co.nz and the national newspaper, NZ Herald, along with outdoor and radio, 7,000 power-hungry gamers applied at enjoyyourpower.co.nz. It was here they were subjected to psychometric profiling. From these applicants we chose the most power-crazed of them all. Who, like the game’s main character, could use his power however he wanted.

He had a choice. He could run the company for the day or be one of the first to play inFAMOUS Second Son. Unsurprisingly he chose to play inFAMOUS. ALL. DAY. LONG.

All unsuccessful applicants could watch his day play out online, and see him not only use and abuse his power, but launch the game with the ultimate demonstration.

With 7,000 candidates applying for one job, the campaign was a success. The gaming blogs went crazy in New Zealand and beyond. Not to mention the media in general, with online news networks and radio stations getting wind of the position-vacant ad.

The week of Infamous Second Son’s release saw PS4 console sales increase by 106%. It was the third largest pre-order title ever and the number one selling game in New Zealand for numerous continuous weeks. And the ad that kick started the whole campaign was seek.co.nz’s most viewed ad of the month.