To promote PlayStation VR (PS VR) on social networks, Sony Interactive Entertainment called on the agency Biborg to collaborate on an activation that introduced and immersed users in this new virtual reality tool for consoles.
In response to this brief, Biborg created an interactive social activation that was delivered to PlayStation along with all the technical specifications so that it could be easily set up at desired gaming events, in a “Plug & Play” manner (simply plug it in and play). The objective was to transform the long waiting lines at gaming events so they can be fun and entertaining. The activation was present at events in 2016 during the Gamescom in Cologne, The Future of Play and Insomnia 58 in the UK and Paris Games Week.
The challenge was to engage users who experience the PS VR to share the emotions that they feel with their friends, which in turn increase brand awareness and generate excitement.
Users were invited to sit in front of a photo booth that detected their face. They were then prompted to select a PS VR game background which was displayed on the screen, giving them the impression that they were integrated in the gameplay. Absorbing them completely in the digital experience, a 5 second video was recorded creating a personalised GIF that allowed users to share on social networks.