PlayStation VR2 launches with new campaign from Poem
PR agency Poem has created a new campaign to launch the PlayStation VR2.
The announcement:
To celebrate the launch of the next generation of virtual reality gaming, the PlayStation®VR2, creative PR agency Poem has created an earned-first campaign spearheaded by a content piece featuring Aussie larrikin comedians, TV and social media stars, Aunty Donna.
In the hilarious skit, Aunty Donna’s Mark Bonanno is excited to show off the new PlayStation®VR2 to his best mates, Zach and Broden, and have them play Horizon Call of the Mountain… until he realises he has accidentally double booked them and only has one headset!
The product’s hardware and software benefits are also highlighted in a social-first content video from popular comedy TikTokers, Fairbairn Films, as well as in videos with Virtual Reality expert, Naysy.
Patrick Lagana, director of marketing at Sony Interactive Entertainment Australia said: “The new PlayStation VR2 offers never before seen levels of immersion. Everyone at PlayStation is incredibly excited about this product. Our challenge was gaining cut-through with Aussies who may have never tried virtual reality before, while conveying the innovative features and key benefits of PS VR2, like incredible visuals, eye-tracking and 3D Audio. We couldn’t have found better partners in Aunty Donna and Fairbairn Films who both have a genuine affiliation with the brand. They captured the spirit of PlayStation perfectly with content that really resonated with our local audience”.
Poem co-founder and ECD, Matt Holmes said: “With PS VR2, you can have the ultimate immersive entertainment experience, unlike anything you’ve experienced before. However, seeing is believing with VR and the emotional triggers when using it can only truly be experienced first-hand, which for logistical reasons and the objective of mass reach, rules out many comms tactics. PlayStation Australia and Aunty Donna have history after some classic Twitter banter in 2022, so we thought who better than the awesome comedy group to lead our content campaign to deliver a bunch of key messages in an un-advertising way that was completely true to their style. The response from the PS community has been brilliant.”
Last month, PlayStation also teamed up with rock royalty Ozzy Osbourne and wife Sharon for a YouTube video to promote the groundbreaking product globally.
Learn more about PlayStation VR2 here and for the latest PlayStation news, follow on Facebook, Twitter, YouTube, and Instagram.
Source: Poem
