A Big Idea to help the Playstation brand improve its sales by growing its audience.

1. Playstation’s
Big Idea
Mason van Lunenburg
New Media Driver’s License
April 18th, 2016

2. Playstation’s Background
 November 2013 – Sony
releases it’s iconic Playstation
4 gaming console
 January 2016 – Playstation 4
sales reach 35 million
Sony Corp is one of the world’s leading innovators in the
development, design, and sale of top-of-the-line electronic
equipment and devices.

3. Examples of Services
 The newly-released “Playstation
Vue” service allows subscribers to
stream live television directly from
their console.

4. The Big Idea
 Entering the lives of consumers who are
NOT looking to buy Playstation products in
order to promote Playstation’s brand
across a wider audience.

5. What Is CRASH Mobile?
 A free-to-download 2-D platformer
game in which players can play
through a number of levels either by
themselves or with a friend online.
 Progressing through levels grants
players with spendable coins that can
be spent at the in-game shop.
Shop Items
• Player skins – Customize the player’s
look
• Power-ups – Speed boosts, extra life
etc.
• Sweepstakes – A chance to win weekly
prizes from discount promos to a new
PS4 system
• Guaranteed Prizes – Playstation users
can spend a large number of coins to

6. CRASH Mobile Contests
 Week/month long contests in which players compete in the
leaderboards to earn prizes
 Contest objectives can range from most kills, most coins collected
etc. to give all players equal opportunity to win
 Example Prize Giveaway
 Ranked 1-5…..........................A brand new PS4 + 1 million coins
 Ranked 5-50…..........................................................1 million coins
 Ranked 50-100…......................................................500,000 coins
 Ranked 100-???............................................................5,000 coins

7. Getting The Idea Out!!
 Boosted Posts
 Customizable Targeting Options
 Over 100 million users
 Promoted Tweets
 Promoted Trends
 Generates “Buzz”
 Pre-roll Advertisements
 Promoted Videos

8. Measuring CRASH Mobile’s
Success
 Playstation’s latest report stated that it’s
network has over 110 million active
accounts.
 Since the goal of this campaign is to reach a
wider audience, the number of downloads
will have to surpass 110 million for it to be
successful.
 Additional performance indicators such as
session length, retention rate, user
happiness etc. will give Playstation an idea
of CRASH mobile’s overall performance
among its audience.

9. Budget & Campaign Profit
 Total Estimated Cost -
$60-65 Million
 App profit comes
exclusively from in-app
purchases.
 It would take only
32,500,000 players
spending $2 each to
break even.

10. Budget Breakdown
 Legal, accounting, and comparable fees…...........................($120,000)
 A team of six developers paid $52,500 per month for 6
months….......................................................................................($315,000)
 Promoted trends on Twitter for $200,000 per day for 10
days…..........................................................................................(2,000,000)
 Promoted tweets on Twitter for $2 per interaction assuming 9 million
interactions…..........................................................................($18,000,000)
 CPM Advertising on Facebook at $.66 per view assuming 100 million
views…............................................................................................($66,000)
 Advertising on YouTube at $.30 per ad view assuming 100 million
views.................................................................($30,000,000)
 CPC Display Advertising at $1 per click assuming 10 million
interactions…..............................................................($10,000,000)

11. Afterword