Sony lights up iconic buildings globally to announce PS5 launch

Sony Interactive Entertainment has recently expanded its launch of its latest Playstation 5 (PS5) gaming console to more regions globally, and it has done it in style. The gaming company lit up iconic buildings and popular sites in 25 territories all around the world including Singapore, South Korea, Netherlands, US, UK and Germany, projecting images of the PlayStation shapes, the PS5 console, its DualSense wireless controller, and other PlayStation brand imagery. For Singapore, Sony partnered with Gardens by the Bay to put on a light show.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Sony Interactive Entertainment Singapore said the light show happened on the eve of the PS5 launch, from 18 November evening until 19 November midnight. It was added that it was a one-off light show for filming purposes. The video has since been posted on Playstation Asia's Facebook, Twitter, and YouTube account.

“Sony Interactive Entertainment Singapore chose Gardens by the Bay as it is an iconic landmark in Southeast Asia region and its Supertrees are very well known across the globe, in addition to Singapore’s city skyline that’s well captured in the video,” the spokesperson added.

Aside from the light show, the company has also executed a series of digital above-the-line campaigns featuring its key videos in Southeast Asia. This includes “Play Has No Limits”, “The Edge”, and “Explorer, PS5 Launch”. Additionally, it also held a livestream featuring local singer JJ Lin unboxing a PS5.

Globally, Sony Interactive Entertainment has also lit up buildings and sites in cities such as Tokyo, New York, Auckland, Toronto, Seoul, Mexico City, Taipei, and Dubai.

Furthermore, Playstation UK took London’s iconic Underground sign and morphed it into the three other iconic shapes of the Playstation. The out-of-home activation was posted on its Twitter account, garnering 8,700 retweets and 65,900 likes at the time of writing. A netizen with a keen eye also spotted that one of the morphed sign was located right outside the office of Microsoft. 

Sony Interactive Entertainment has been known for its interactive marketing campaigns. Earlier this year, it created a spot that aimed to give viewers a taste of the powerful and gripping emotions gamers feel when playing on the PlayStation 4 console. Titled "Heart", the spot done by creative agency adam&eveDDB featured a tactical unit rappelling down into a pitch black cavernous opening.

Last year, it also carried out a marketing blitz by producing its first-ever global marketing campaign that saw game characters come to life. The move aimed to raise awareness of “PS Now” in all 19 territories where the streaming service is offered, including Japan, US, France, Germany, Italy and UK.

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