With Christmas fast approaching, Sony wanted to create a campaign which would cut-through competitive activity from the likes of Nintendo and Xbox. It was therefore essential that Sony implemented a campaign that would engage consumers in an interactive and memorable way, generating interest in their new range of games: Little Big Planet, Buzz, Sing Star, Resistance 2 and MotorStorm Pacific Rift.

To raise awareness and to generate interest.

Sony occupied the DCM 'Silver Spot' for 15 weeks. The 'Silver Spot' provides advertisers with a premium communications message which runs before the trailers, allowing the brand to become a part of the cinema experience. Additionally, across six UK cinemas, Sony embraced foyer installations whereby gamers could experience the new games for themselves in a comfortable environment, mocking that of a family home. 25 UK cinemas featured foyer promotions, such as standees, leaflets and fake newspapers which coincided with the on-screen cinema advertisements.

The campaign created a large amount of positive feedback with 60% of people stating that the enjoyed the ad. This was 14% more than any other media, demonstrating how the cinema is an enjoyable environment to advertise brands. 63% of people asked, said that the sampling and installation activity made them more interested in the advertised games.

The campaign has demonstrated how well integrated activity in cinemas can create interest and buzz amongst consumers. Sampling activity is considered to be memorable and enjoyable, allowing brands to promote their products in a fun and effective way.