Collective London | The digital consumer agency – using human insight to drive digital marketing success

Exploding engagement with dual screen content

The Challenge

We worked with Sony Computer Entertainment Europe to launch key PlayStation titles across multiple European markets. They asked us to create a way of engaging players with the themes of the epic PlayStation 4 game InFAMOUS Second Son, generating buzz and pre-orders in the run up to launch.

The human insight

The theme of the game was ‘Enjoy your power’. And following immersion in the world of InFAMOUS we soon discovered that players didn’t just want to passively hear about this power, they wanted to experience it for themselves — even before the game was released.

The Idea

A dual-screen experience that allowed users to revel in their destructive powers. Working with expert model-makers, we created a scale miniature of a real-life checkpoint from the game. Then, as the cameras rolled, we used real explosives to spectacularly raze it to the ground. The footage was used to make an interactive experience, transforming gamers’ mobiles into deadly weapons that could destroy the D.U.P. checkpoint on their desktop screen.