Travis Ulmer  //  PS3 LAUNCH: spec work: print, outdoor, web, promo
Project ToolsProject Info
The Project: 
Sony needed a campaign that engaged gamers (males 21-35) with the
launch of its next gen console.

The Idea:
Turn the campaign into an experiential game/mystery, bringing the ultimate 
online and offline worlds of play together - PS3 and Las Vegas.
 
Unbranded Print 

Cryptic imagery and copy intrigues consumers with what's happening in Room 1106.Clues (the 3'sand 1106, which is actually the PS3'slaunch date) suggest that thishas somethingto do withtheanticipated releaseof the PS3.

Cryptic imagery and copy intrigues consumers with what's happening in Room 1106. Clues (the 3's and 1106, which is actually the PS3's launch date) suggest that this has something to do with the anticipated release of the PS3.

 
Branded Print 
Drives gamers to Room1106.com. 


 
Unbranded Digital Boards 
Piques interest via cut-out video of people at a party in Room 1106. URL drives online.


 
Room1106.com 
Reality video content meets an ARG meets watch and win game.
3 Las Vegas rooms. 3 groups of visitors. 3 not-yet-on-the market PS3s. Every day, new video airs with a question, i.e., "who did the girls call and invite to the room?" Gamers use hot spots to zoom in to the video and find clues. For example, they find a scribbled piece of paper and phone number. They call the number and get a touring DJ's voicemail. That would be an easy one. Everyone who answers correctly is entered for the chance to win 1 of 300 first-to-market PS3s.

 3 Las Vegas rooms. 3 groups of visitors. 3 not-yet-on-the market PS3s. 

Every day, new video airs with a question, i.e., "who did the girls call and invite to the room?" Gamers use hot spots to zoom in to the video and find clues. For example, they find a scribbled piece of paper and phone number. They call the number and get a touring DJ's voicemail. That would be an easy one. 

Everyone who answers correctly is entered for the chance to win 1 of 300 first-to-market PS3s.