To sustain conversation we developed Mission Control, a multi-market dashboard allowing us to listen to buzz and track and optimise the campaign in real-time.

We gave Player’s the opportunity to compete through interactive content. Our ‘Interactive Online Video’ challenged them to find 50 hidden messages and resulted in 3.7 million minutes of play.

Entertaining playful content; such as pushing The Sun’s page 3 girl to page 5 and replacing with a PS4 launch spread, prompted 1,260 Tweets, 3 times higher than average.

We gave them a campaign to easily share. The ‘Monument’ provided an online destination where over 62,000 users declared themselves ‘Players’ across their social channels to win desirable rewards.

Iconic OOH placements drew gasps of admiration, the famed Oxo Tower London Takeover triggered 14.3 million Twitter impressions in 24hrs whilst evocative content like the ‘For the Players Since 1995’ video attracted 10 million views of PlayStation's great history.

The results were brilliant. We delighted Players.

At launch, purchase intent and preference for PS4 was 37% and 51% higher respectively than Xbox One.

Despite being outspent by 250%, we generated 40% more conversation than Xbox One, with 3 times as much positive sentiment.

Our most talked about launch campaign drove 6 million unit sales in 3 months, over $3bn dollars in revenue and smashing all sales targets.

Our results demonstrate that by recognising what the players wanted and giving them a launch campaign to really shout about, we became the fastest selling console of all time.

Mission accomplished.