PlayStation Move Pop-Up Recap by Ray Dennis

PlayStation Move Pop-Up

Produced by Ray Dennis

PlayStation Move Pop-Up Store Recap Produced by Ray Dennis

The Project

I produced one of four pop-up stores to launch Sony’s Playstation Move motion control product on a freelance basis. The purpose of this experiential marketing activation was to provide PS Move demos to moms, teens and families on 36 PS3s that were mounted on kiosks throughout the event space. My pop-up was located on the 3rd Street Promenade in Santa Monica, CA in a retail space that was previously a Restoration Hardware store and my team consistently surpassed all of our stated goals and objectives.


Project Overview

• The Santa Monica location provided a high level of exposure to influential consumers that live and work in the Santa Monica and West L.A. area, e.g. Bob Hirshberg, CEO Activision, came by unannounced on a Sunday afternoon with his two small sons

• Many visitors who work in media and entertainment spread the word to their families friends and co-workers • The Team established a strong rapport with local residents, professionals and employees from 3r Street Promenade businesses • We positively impacted the local Santa Monica community by providing a safe, fun, destination for families and teens to enjoy on multiple occasions


My Deliverables

• Staff Management & Training • Team Leadership • Set-up • Site Management • Liaison with Building Owner • Operations Management • Hourly Attendee Head Count • Daily Reporting

• Partnership & Promotion Activation • Consumer Engagement • Contest Coordination & Fulfillment • V.I.P. Influencer Hospitality • Talent Coordination • On-Site Media Relations • Break Down • Recap


Activation

1. Premium Incented Data Capture 2. Collateral Distribution 3. On-Site eCommerce Sales Activation via Game Stop Lounge/Partnership 4. Foursquare Activation 5. Sony Bloggie Video Camera Demos & Integration


Game Stop eCommerce Lounge


The Team


43,694 Attendees

16,454 Participants

26,716 Engagements

Results

Approximately 26,716 consumers played Playstation Move at the Santa Monica pop-up over the course of the 52 day promotion which was an average of 552 consumer engagements per day.

Approximately 16,454 consumers watched and/or participated but didn’t play PlayStation Move and a total of 43,694 attended the promotion overall (Not including special events).


Moms & Families

One of the most significant results of the project was leading the team to meet/surpass our goal of engaging mom’s which was one of the Program’s key objectives due to the influence mom’s have on household buying decisions that affect kids/family.


Moms & Families

Our success with moms and families included:

• In-depth engagements & tutorials • Contesting & family competitions • On-site purchases in the Move Lounge


Teens

The pop-up became a popular destination for local teens, the other key demographic for the Program. There was a concentration of teens that attend the following local schools: Santa Monica High, St. Monicas Catholic High School, Palisades High and Santa Monica College.


Teens

Our success with teens included:

• Many repeat attendees • The space became a cool ‘hang out’ • Participation in contests & tournaments • Participation in the teen text program • Teens returned with parents


Teens


Tourists

Approximately 25% of our guests were international travelers. Australia represented the largest percentage of the tourist s that visited the shop (Approximately 30%) followed by the U.K. , Germany and Brazil. Many of the international travelers were huge PlayStation fans and existing PS3 owners.


Business Community

The shop was also well attended by professionals from the local Santa Monica area business community which has a significant concentration of companies in entertainment, gaming, technology and advertising. There was consistent flow of young professionals (Males 22-34) during lunch breaks that competed in contests for “bragging rights” back at the office.


Special Guests

We had several special guests visit the pop-up. Most of them just happened to be in the area:

1. Allen Payne (The House of Payne, TBS) 2. Eric Hirshberg (CEO, Activision ; Former Managing Director, Deutsch LA) 3. Clark Gregg (The New Adventures of Old Christine, CBS) 4. Denise Richards (Blue Mountain State, Spike) 5. Jo Garcia (Gamer Next Door) 6. Tommy Tallarico (Video Game Icon, Composer & Musician) 7. Stacey Dash (Single Ladies, Clueless)


Influencer Events

I coordinated use of the space for influencer events including client cocktail parties for Sony Cierge and SBE Entertainment (Greystone Manor, Katsuya, SLS Hotel, etc.) and Avion Tequila.

Activation included PlayStation Move demos, tournaments and contests with such game titles as SingStar Dance and Gladiator Duel coordinated by my team.


Profile

Ray Dennis is seasoned marketing executive with an established track record of developing successful consumer marketing programs, and partnerships for such clients as: American Express, Buick, Cadillac, Coors Light, Crown Royal, Fox, General Motors, Hewlett-Packard, Infiniti, LA Clippers, McDonald's, Moet Hennessy, P&G, Pepsi, Sprint and Warner Bros. Pictures.

Contact (310) 663-7078 [email protected] http://www.linkedin.com/in/raydennis

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http://www.linkedin.com/in/raydennis

PlayStation Move Pop-Up Recap by Ray Dennis

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