Presentation of a hypothetical/ possible intercultural PR campaign for Sony's Playstation branch. This includes a brief history, a look at their demographics, and how one can use the mass interest in video games to be a better corporate citizen (Corporate social responsibility). This was prepared for Dr. Byrum's Public Relations practice course at Bloomsburg University.
2. Background
➢ Owned by Sony Interactive Entertainment (SIE)- video game division
of the Sony Corporation.
➢ Started in Japan & launched first console in Dec. 1994.
➢ 1st company to sell 120M units.
➢ Most current- PS4 launched in Nov. 2013.
➢ As of Jan 9th, 73.6M consoles have sold.
“Father of the PlayStation” Ken Kutaragi
3. Recent Changes
➢ Jim Ryan- Former Head of Global Sales & marketing/ President of SIE
Europe became new Deputy President on April 1st.
➢ Change organizational structure by having the marketing divisions of USA,
EU, & JP Asia report to Ryan.
• Effort to coordinate & “support functions that are overseen locally”.
• John Kodera, President & CEO of SIE, and Ryan will split responsibility of overseeing their
multiple regions.
➢ Successful business + new changes to management → opportunity to
become a better corporate citizen!
• Reinforce brand loyalty, positive gaming experiences, expose fanbase to philanthropic
practices
4. Goal
➢ Bring charity gaming competitions to conventions
• By June 12th, 2018 (in preparation for E3)
➢ Continuing efforts past conventions
• 24hr streaming sessions
• Speedrun competitions (in & outside of cons)
• Bundles opportunities
o Video game bundles
o Console w/ video game bundles
➢ Raise $175,000 in donations
• 2018-2019 year, through 3 gaming charities.
5. Demographics, Culture, & Factors
➢Currently caters to 70 countries.
➢Target: 17-35 y/o men & women
➢For competitions:
• Many titles for PS4 are either “T” for teen or “M” for mature
• 18-35 y/o for “M” competitions, 17+ for “T”.
• Global conventions, mainly “big name” gaming.
➢For streams:
• Twitch account holders & gaming personalities
• Gaming channels on YouTube
➢For consoles/ bundles
• Those anticipating new titles
• People who do not own a PS4
• Those on tight budgets → games for less
6. Rationale, Obstacles, & Potential Backlash
➢Console war
• X-Box, PC “Master Race”, Nintendo Switch
o Switch sold 10M units in their 1st year.
o PC- Steam sells games for less, has sales, better frame rate (depending on computer) &
offers customizability.
➢By becoming philanthropic, PS can grow its loyalty & work with what
it already has- a dedicated fan base.
• Customers more inclined to continue business if they’re presented w/ a win-
win situation.
➢Backlash
• -16 y/o → too young to play tournaments (“T” & “M” ratings).
• X-Box & other fans who don’t own PS4 → donate directly.
• “Not being genuine” → gaming-involved foundations.
7. Outreach Strategy- Convention Tournaments
➢Conventions= Growing global phenomena!
• E3- Los Angeles, Tokyo Game Show, PAX Australia, Lucca Comics & Games
(Italy), Paris Game Week, & Eurogamer Expo (UK)…just a few!
➢Reaches the biggest (& most dedicated) audience.
➢Tournaments= purchase badge via PS online or in advanced at con for
$20 (Tournament attendees sign roster to join- same price!)
• 15% of it will be donated to 1 of 3 foundations- your choice.
• Prizes for winners (free admission the next year, free games, or cash prize)
8. Outreach Strategy- Charity Options
➢ Extra Life-
• Raising money for the Children’s Miracle Network. Usually
sponsored by Twitch, where gamers attend 24hr marathons.
Donor can choose their local hospital. Money goes towards
research, new equipment, or fund unpaid care.
➢Games Done Quick-
• (Has its own convention- possible CSR partner). Gamers “speed
run”/ complete the game as fast as they can while doing a
marathon to raise money. Viewers can donate outright or donate
towards in-game incentive.
➢AbleGamers Foundation-
• Raises money to improve quality of life for people with
disabilities & encourages accessibility in video games (by working
w/ studios to make inclusive games for all players). Hosts annual
charity livestream on Twitch.
9. Outreach Strategy- Bundles
➢Possible CSR partner- Humble Bundle
• Digital store that sells video games at a pay-what-you-want
deal for their bundles. 10% of every purchase goes towards a
charity of your choice.
• Simple & easy way for gamers to be philanthropic.
➢PS could do similar bundle system w/ their video games
• At convention vendor booths, online, or in stores. Donate
10% to charity.
• Console/ game bundle. 10% of bundle will donate $30 per
console!
• 87 new games projected to come out- Likely to sell bundles in
future. Makes 2018-2019 goal more feasible when company
is still active in releasing content!
10. Outreach Strategy- Streams
➢YouTube & Twitch livestreams!
• Twitch- Donate “bits”, which are in-Twitch
currency that is bought, or donate directly
via PayPal
• Many love watching streamers in real time.
Allows for unique donations!
o Incentive donations- for “mentions”, where a
gamer says hi to you on stream or answers a
question, or donate for actions, in which you
can choose what the gamer does in the video
game, which will change the outcome.
o Encourages fans to get involved in the gaming
process.
o Streamers not only have potential to bring in
donation money, but also has the potential to
bring their fanbase into the cause!
11. Social Media Outlets
➢Social Media
• Twitch- Many of the charity livestreams will be coming from here! Important
to advertise to both the community & the gamers so they are aware.
• Discord- Voice and text chat app. Less known, but heavily used by gamers
during co-op (multiplayer online) games with friends. Although niche, this
audience is highly involved in the gaming community & are likely to respond
to advertising attempts.
• Twitter- Give information & updates on money raised & convention dates.
Use of a hashtag could help people follow the campaign casually.
• PlayStation website- You can dump ALL the advertisements on your
own site without having to spend a cent. It’s magical, really.
o Through here, you could give even bigger discounts for shopping directly!
12. Traditional Media
➢ Video game sellers (GameStop, Target, Walmart, etc.)
• GameStop is unique in that it uses its window spaces for promotional
posters. PS could take advantage of that.
• Target & Walmart (& also GameStop if they’re feeling extra) can take
advantage of using display cases which surround the PS4 console.
o Advertising around the case or informational brochures for customers to take
home.
➢ Convention vendors/ booths
• PR teams handing out brochures
• Consoles out on display, where you can test bundle options.
• Wheel of fortune extravaganza
o In exchange for hearing information or signing up for programs, many
companies at conventions will let you spin a wheel. Whatever it lands on, the
person will win a prize. Most of the time, they’re lanyards, buttons, or posters.
o Doesn’t seem like much, but when you spend hundreds on going to cons, you
will gravitate towards all the free stuff!
