How PlayStation 5 took Chile by storm
Sony’s three-stage campaign reached out to media members and influencers to generate coverage and sales, resulting in a win in the “Media Relations Strategy: Use of a Celebrity or Personality” category of Ragan’s 2021 Media Relations Awards.
The arrival of Sony Interactive Entertainment’s PlayStation 5 in Chile was one of the most anticipated events nationwide. This gave the landing of the console in Chile a perfect opportunity to become one of the milestones of 2020. For six months, the PR team worked on a strategy that not only sought to increase the expectation in potential consumers but contribute to potential sales.
The communication campaign for the launch of PlayStation 5 achieved 1,726 free published stories in all media, for a PR value of $3,023,657. The total impact of the campaign reached more than 330 million people — 20 times more than the entire Chilean population (17,948,141). Impressions exceeded 410 million.
The campaign began with a stage called “Immersion,” offering an exclusive interview for the first time in Chile with Jim Ryan, CEO of Sony Interactive Entertainment. The team spent a month preparing for and pitching the interview, along with preparing articles that gradually revealed the design of the console.
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