PlayStation Singstar at Glastonbury
SingStar is a competitive music video game series for PlayStation consoles; in 2007 they had sold 14 million units.
My brief was to keep the game in the press and create a sampling experiential experience for their target market (sell more units). We created an online competition to win a chance to play at the SingStar Lounge at Camp Bestival and Glastonbury.
We then added the PlayStation Slipper Club at Glastonbury that was attended by Kate Moss, Jamie Hince, Lily Allen, Mick Jones, Emma Watson, Kelly Osbourne, Jameila Jameel, Henry Holland, Pixie Geldof, Alexa Chung, Jaime Winstone, Kele, Nick Grimshaw, Will Young, Billie Piper, Plan B, The XX’s, Samantha Morton and Jade Jagger.
Branded ownership of Glastonbury Festival coverage with over 50 branded pieces of editorial including The Sun, The Daily Star, The Mirror, News of the World, Daily Star Sunday, Sunday Mirror, Sunday People, Evening Standard, Sunday Times Style, Grazia, Heat, BBC, Daily Telegraph, Vogue, thesun.co.uk, dailystar.co.uk, mirror.co.uk, notw.co.uk, heatworld.com, graziadaily.co.uk
Inside both festival experiences we booked talent/ presenters to play the stage and had a PlayStation ‘Living Room’ Booth were consumers could interact with the product.