Work

The launch of PlayStation 4 at Future Shop

The launch of PlayStation 4 at Future Shop

From Midnight Madness events, to a celebrity media tour, to an in-store meet-and-greet event with Chris Kattan, we pulled out all the stops to position Future Shop as the go-to destination for Canadian gamers to get their hands on the new PlayStation4.

 

The Ask

  • Make Future Shop the go-to destination for Canadian gamers looking to purchase the new PlayStation4
  • Generate earned media for Future Shop in connection to the console launch in an effort to drive product sales

 

What we did

  • Developed a launch day strategy that would allow Future Shop to own the release of PlayStation4 and be positioned as the go-to retailer for all Canadian gamers looking to get their hands on the new console
  • Drove media to Midnight Madness sales at select Future Shop stores to capture the excitement around the console launch
  • Conducted a one-day media tour and consumer-in-store event with comedian and avid-gamer Chris Kattan who spokes about this excitement for the new console and its availability at Future Shop

 

Results

  • Future Shop has sold more PlayStation4 units than any other gaming console in history
  • On launch day, PlayStation4 was the most viewed product on FutureShop.ca – received 22 times more views than the second most viewed product
  • Secured coverage on all major Tier-A broadcast shows, including CanadaAM, BreakfastTelevision Toronto and Global Morning National, and generated more 28.8 million media impressions in 24 hours


Touchpoints

  • Celebrity