Our innovative approach blurred the lines between content creation and sponsorship. Working collaboratively from the early stages of pre-production ensured that the PSP was completely integrated into the overall fabric of the program. The devices were utilised at every opportunity ensuring the PSP was an integral part of every pivotal plot twist and turn in the series. The different functions of the device were incorporated seamlessly into specially created highly specific contestant challenges.

The sponsorship contributed to significantly increase awareness of the PSP’s capabilities outside of gaming.Generated a purchase intent figure of 30% within our target audience.Achieved a sales result of 27,055 in its first week.