PS 4 launch
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Transcript of PS 4 launch
Sony PS 4 LaunchA presentation by
Phase 1 Events & Entertainment
Level 1: Mission Brief
› To create an unforgettable launch experience of the Sony PS4
in India
› To highlight the unique features of the PS4 throughout the
event, differentiating it from its predecessors as well as its
competitors in the market
› To create an interactive and engaging experience for invitees,
with technology and innovation being at the forefront of the
event.
Event
Objectives
Level 2: Tactical Plan
1. Pre event Buzz
2. Venue
3. Invite
4. Registration & Press Kit
5. Opening Act
6. Brand Presentation
7. Product Launch
8. Photo Op
9. Product Presentation
Event
Touchpoints
Level 3: The Preview
›To build a hype around the launch we will select two of the top
PS4 gamers in the country/world
›We will create the avatar of these two gamers
›We will put up these avatars on digital platforms and LED
billboards.
›These avatars will have a constant tweet debate topic. They
will be talking about the features of PS4 and the games
available on it etc.
› Their interaction will be treated like the ultimate opinion for
the end user experience of PS4 thus far
Pre - Event
Buzz
Level 4: The Game Begins
The ArenaThe venue at which the event is held is as important as the event itself.
Grand Hyatt
Santacruz
Mumbai
Preferred Option
Taj Lands End
Bandra
Mumbai
Hyatt Regency
Andheri East
Mumbai
The Cheat CodeThe invite aims at giving a sneak peek of the event while focusing on the message
Get Addicted To PS4 Gaming
Invite Opt 1
Chocolate Box
Chocolate Box
The iconic buttons on the controller open to reveal pills in the shape of the symbols
Chocolate Box
The copy speaks about getting addicted to PS4 gaming
“It is hard to understand addiction unless you have experienced it.”
!Take a pill and come experience the addiction. Inviting you to the launch of PlayStation 4 Join us as we step into the game. Date: dd.mm.yy | Time: 0:00am Onwards | Venue: xyz, Mumbai
Invite
Copy
Invite Opt 2
Access Card
Access Card
The access card is the key to entering the event
The QR code on the same leads to the official PS 4 website
**Image For Reference
“It is hard to understand addiction unless you have experienced it.”
!Access the restricted levels and get a high you never experienced before Inviting you to the launch of PlayStation 4 Join us as we step into the game. Date: dd.mm.yy | Time: 0:00am Onwards | Venue: xyz, Mumbai
Invite
Copy
Sign Up Hostesses dressed in futuristic suits will welcome the invitees
At the registration desk, the invitees will be given the press kits.
The press kits will be packaged in a CD case similar to the PS4 game CD’s
The Hostess
Hostesses dressed in futuristic suits will add to the persona of the entire experience
**Image For Reference
Registration Desk
The desk is in the shape of the controller
The backdrop is an in lit unit of the PS logo
Registration Desk
Step InPost registration the invitees will access the event space through a fog screen
As they step through the fog screen they step into a digital world
Entry
Walkway Opt 1
Laser Tunnel
The Laser
The laser tunnel gives the invitees a feel of stepping into the digital world
Walkway Opt 2
Bio metric scanner
The Scanner
The scanner creates the illusion of the gaining restricted access
**Image For Reference
The Graphic User InterfaceOnce the guests enter, the décor will be in shades of black, white, grey and blue to complete the illusion of stepping into the digital world
Layout
This is an overview of the layout of the hall at Grand Hyatt
The back of the seating space is demo zone which is reveled post the launch
The Décor
Each alternate chair has the PS branding on it to ensure maximum visibility to the brand
The Harpist
The music of the harp combined with the effect of the laser adds the finishing touches to the ambience
The SimulationOnce the invitees are seated, the harpist takes leave and a ghost voice makes hygiene announcements
Slowly the lights in the hall dim an the opening act begins
Opening Act Opt 1
LED Dancers
LED Dancers
A troupe of dancers in LED costumes perform an act around getting addicted to the game.
Ref Link: http://goo.gl/LYSR2k
Opening Act Opt 2
LED Graphics
LED Graphics
A unique laser show which creates text with graphics. The text could be around revolutionizing the game and getting addicted
Ref Video: http://goo.gl/eq78N
Opening Act Opt 3
Curtain Raiser Film
AV
The AV follows the timeline of evolution of the brand Play Station. This will help set context for the event.
Lock & LoadPost the grand opening act the emcee come on stage.
The spokesperson for Sony to speak about the brand ‘Play Station.’
He could speak about how play station revolutionized console gaming and continues to challenge itself by constantly evolving
The Game PlayEquipping the invitees with a gist of the brand the spokesperson leaves the stage
A ghost voice announces.
Ladies and Gentlemen the much awaited PS4
Option 1The Launch will be conducted by an AV which showcases the just the expressions of gamers in flickering light.
The frustration, the joy of victory, the concentration or even the deadpan face
The whole film will be edited against English classical music
The final line of the film will be
PS4 Get addicted. Get in The Game
Ref video: http://goo.gl/WUmT
Option 2The AV will be a conversation of 3-4 gamers sitting in coffee shop but speaking only in gaming terms
The final line of the film will be.
PS4 the language of gaming
Ref video: http://goo.gl/UVWVzs
Option 3The AV will be made of scenarios in real life which inspire the game play like motorcycle racing, base jumping, skydiving etc
The script will run along the lines of the experience pure thrill, pure adrenaline, pure sport, pure speed.
The final line will be – experience Pure gaming. PS 4 Get addicted, get in the game
Option 4The launch sequence will be conducted of two gamers coming on stage and stepping into two capsule like installations.
They get their mission briefing from a computer voice as a sound wave comes alive on screen
In their briefing they are given the criteria on which they will be tested
Option 4 Continued…They then disappear from their capsules and appear on screen, they pick up the PS4 controllers on screen and begin playing
As they start the game, the content switches from the gamers to the game play
Suddenly the characters on the game fall and the gamers fall out of the screens perspiring with sweat on their faces
Option 4 Continued…During the game play various features are showcased of the PS4.
The cycle repeats itself as they are given a second mission briefing and they jump into the screen to get into the game.
The final frame of the film will read
Get PS4. Get in the game
The script will undergo refinement basis a final game selection list and more research
Option 5The Launch will be conducted in the form of an interactive film, where 2 gamers on stage are playing the games shown on screen
In the Launch sequence we have 2 gamers battle it out across 3 timed rounds of the games Kill Zone, Drive Club and Knack. !Across the 3 rounds the following features of PS 4 will be highlighted: Play while download Seamless play from PS 4 to PS Vita Social Gaming & other Network Features
The
Script
Overview
The Start
The gamers come from either side of the hall and the pedestals light up
The Start
There is a blinding flash to indicate the screen coming alive
The Start
The screen introduces the gamers to the audience
And the First round is flagged off
Round 1
The Timed rounds begin will the Kill Zone Death Match
The game downloads as the gamers play
Round 1
The Timer in the top right corner indicates the time left before it hits zero
Score
Once the round is over the score is shown to indicate who the winner is
Round 2
The second round showcases the game Drive club
Round 2
As the game progresses the gamer switches to PS Vita and the screen shows a seamless transition
Round 2
As the game progresses the gamer presses the share button and the split screen shows the share & other new social gaming features
Round 2
As the game progresses the gamer presses the share button and the split screen shows the share & other new social gaming features
Round 2
As the game progresses the gamer presses the share button and the split screen shows the share & other new social gaming features
Round 2
As the side screens go on to show the PS 4 app
Score
Post the second round the score is shown
The blue gamer wins as blue is the PS color
Bonus Round
Player 2 plays the bonus round and makes Knack grow in size
The Launch
He then suddenly makes knack switch to stealth mode
As knack disintegrates strobes lights streak across the stage and the blue light on stage comes on
The Launch
The PS logo comes alive on the side screens
The chequred backdrop is lit and the SLT with celebrity gamers bring the PS 4 on stage
The Launch
The stage itself is in the shape of the PS 4 console.
The same is revealed as all the lights on stage come alive for the first time in the evening
Screen GrabWith the product launched. A chequred backdrop lights up at the base of the screen for the press to make this momentous moment a memory
Photo Op
The WalkthroughPost the Photo Op we have the spokesperson from Sony make a detailed presentation about the several other new and enhanced features of the PS 4
The Firing SquadPost the product presentation the floor will be open to the Q&A Session by the Press.
The Demo ZoneOnce the press finishes the Q&A session, the SLT at Sony point an infinity laser at the back of the hall and the experience zone lights up
We will have representatives from Sony present to assist and showcase the various features at each zone
Demo Zone
The entrance to the demo zone is through larger than life in lit installations of the iconic PS symbols
Demo Zone
The entrance to the demo zone is through larger than life in lit installations of the iconic PS symbols
Demo Zone
The Demo Zone is divided into the 3 games used in the launch sequence
Demo Zone
Each game is equipped with 4 controllers and bean bags along with the console and screen so that the experience may be enjoyed comfortably
The Refuel CountersPost the unveil of the demo zone the emcee will announce the Refuel counters to be open. Each dish at the buffet will have Health Bonus Number with it basis it’s nutritional value The bar will have drinks based on various power ups like : Nuke, Force Field, Stealth Mode
The TakeawaysAs the invitees leave we will hand out a small giveaway to each of them. This will be a memorabilia of the event itself
Key Chain
A memorabilia like no other.
A classic customized PS 4 key chain
Option 1
Pen Drive
The Pen Drive can be customized to the shape of the PS4 controller
Option 2
Your ReviewNeha Shungloo
Cell: +91 8867448882