Sony: Activating Playtime through AR

Playstation

Mirum | Hong Kong | 2018-02-02

Keywords: Web Application | Marketing Campaign | vr-ar-iot | innovation | campaign

words | minutes read

It's great to see people simply having fun and express themselves during the event. Because we believe every adult has an inner child in them

The Ask

The PlayStation by Sony is a leading home video game console that has captured the imagination of millions around the world with its advanced technology and innovation in gaming. Its official Hong Kong store partners with other game companies every year to host Animation-Comic-Game – the biggest annual game conference in the region. Besides promoting its own consoles and games during the event, PlayStation also sets out to engage its loyal fans and stand out amidst the competition in the process.

The Idea

For the 2016 conference, we were inspired by some of the most popular titles in the PlayStation games library––namely, God of War, Horizon Zero Dawn, and Dynasty Warriors––to develop an activation programme that revolved around a treasure hunt.

Supported by Augmented Reality (AR) technology, we set up four physical booths that were designed around the games at four different touchpoints around the event site, where visitors could ‘try out’ or ‘use’ weapons like the axe from God of War through an interactive screen. As the wielder swung the weapon, special AR effects would appear in real time, and the resulting videos could be uploaded and shared online. We also created physical play-weapons that visitors could take away as souvenirs.