#WAYOFPLAY was a rallying cry to share the open and friendly spirit of competition that is the fun reality of PSN. So PlayStation Network put a call out across the Talenthouse Creative Platform to invite thousands of creatives to bring these gaming mantras to life with imagery and video.

The Talenthouse platform allowed PlayStation Network to tap into hundreds of thousands of designers and creatives while we simultaneously sent personal invitations to key talent.

Once submissions were taken, a social voting application allowed each artist to solicit votes across their entire social ecosystem – Facebook, Twitter, Blogs and Sites.

#WAYOFPLAY tapped into the interactive, billion dollar gaming community and generated over 1 million mentions on the social web. Over 250,000 people viewed the invitation to create artworks, and hundreds of pieces of digital art were created bringing to life the fun of online gaming spreading the message to over 1.5m gaming recruits.

We made this an amazing experience for PlayStation’s treasured gaming community, connecting them to the creative community, and drawing positive feedback from gamers and the media.