Company: Sony PlayStation, Foster City, CA
Entry Submitted By: Voce Communications
Company Description: Sony Computer Entertainment America LLC (SCEA) is responsible for keeping PlayStation® growing and thriving in the United States, Canada and Latin America. Based in Foster City, California, SCEA serves as headquarters for all North American operations and is a wholly owned subsidiary of Sony Corporation of America Inc.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Electronics

Nomination Title: PlayStation 4 Marketing Campaign

1. Tell the story of this nominated marketing campaign for the judges (up to 525 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

The “Greatness Awaits” campaign, spearheaded by Sony Computer Entertainment America (SCEA)’s Senior Vice President, PlayStation Brand Marketing, Guy Longworth, has been hugely instrumental in the success of the PlayStation (PS4) launch, which has quickly become the most successful platform launch in PlayStation history.

Launched at a historic press event in Los Angeles at the Electronic Entertainment Expo (E3) in June, the Greatness Awaits campaign was a huge success with hardcore gamers, loyal PlayStation fans and consumers alike, receiving countless mentions in business and enthusiast media outlets and positive social media sentiment. The campaign extended to national TV spots, interactive digital content and social media promotions in addition to exclusive content via YouTube for fans to unlock prior to the campaign’s launch. The media campaign also began running on June 11, 2013 with an iconic TV spot, which asked viewers, “Who are you not to be great?” The team aimed for maximum impact by running :90 second spots during highly rated programs like the NBA Finals. PlayStation also rode the natural momentum behind E3 that week by dominating some of the largest online destinations like YouTube and IGN.

With the launch of official launch of Greatness Awaits underway, PlayStation created a unique online extension in collaboration with YouTube, Gateway to Greatness. This first-of-its-kind experience fed gamers’ hunger for exclusive content. PlayStation hid dozens of “Easter eggs” in the spot, which could be explored and discovered on YouTube. Gamers who discovered these could learn more about unreleased games and PS4 features. Through the video’s online extension, Gateway to Greatness gamers have unlocked nearly 800,000 “gateways” to new content.

As of November 30, the Greatness Awaits campaign has generated 84K+ Tweets and an astounding 204M+ media impressions. On YouTube, the campaign videos have received more than 31MM views to date: the original Greatness Awaits trailer, launched on June 10, has received more than 12MM views online in roughly six months and the official PS4 Perfect Day commercial garnered more than 7.5MM views in its first three weeks. Greatness Awaits has played a central role in the impact of PS4 sales, with over one million units sold in just 24 hours from launch day, November 15, 2013. To date, the PS4 has sold over 2.1 million units worldwide and is now recognized as the highest selling console in UK history, as well as the most successful launch in history.

The consistent theme of the campaign and its clear this message has resonated with consumers and media alike, helping PlayStation win the hearts and minds of gamers worldwide.

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2. Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 125 words):

Guy W. Longworth is senior vice president of PlayStation Brand Marketing at Sony Computer Entertainment America. Longworth has more than 20 years of consumer marketing experience at companies such as Procter & Gamble, Kraft Foods and Kellogg’s. Prior to joining SCEA, Longworth founded Annapurna One where he was responsible for partnering with CEOs to develop new business strategies that maximized value and growth. Previously at Jemella Ltd, Guy developed a new vision and marketing program that returned the company to profitable growth. Longworth held CMO positions at both Marlow Foods and Kellogg’s where he engineered programs that led to double-digit sales growth and increased profitability. Longworth received a bachelor’s of science degree in Management Sciences from the University of Manchester.