Sony Playstation
Challenge
We were asked to turn the release of the new videogame Marvel’s Spider-Man 2 on PlayStation 5 into an iconic pop culture event that people would talk about for even longer. Not just the community, but the general public as well.
Solution
We organized a premiere-style event for our client Sony PlayStation at Kinepolis Antwerp, with 246 attendees, including 72 journalists, 94 influencers, and over 100 community members. Media and influencers were invited to experience panels, demos, photobooths and artwork walls, creating plenty of content opportunities. Influencer campaigns were activated before and during the event, while press releases and targeted outreach ensured visibility in both Dutch- and French-speaking media. The event was designed to feel like a pop-culture blockbuster premiere, with red carpet, celebrity presence, and interactive experiences to maximize engagement. The community was also involved in the event itself through the recording of the Gamekast podcast at the event with their audience and by organising panel discussions with people from various sectors such as film (Adil el Arbi) and gaming (William Boeva).
Results
The campaign delivered strong results across media, influencer and community channels. The launch event generated widespread press attention, with coverage appearing in leading Belgian outlets throughout the launch period. Influencers contributed significantly to the campaign’s visibility, creating high-reaching content and strong engagement across social platforms.
Overall, the combined media and influencer presence resulted in a broad national reach and a high media value for the launch. The event received very positive feedback from attendees and strengthened PlayStation’s position as a market leader, creating strong visibility and goodwill among both media and the gaming community.
Media value: 70 articles / 212 000 euro
Influencer reach (views): 1 million
Member of PR:E network as the Benelux agency
We believe global brands need local insights.
PR:E is an exclusive network of acclaimed, independent agencies operating in Benelux (ABCommunication), France (Cartel), Germany (Kruger Media), Italy (Goigest), the Nordics (PR Nordic), Spain (Blanchón) and the UK (DawBell) that specialise in engaging and aligning artists and brands with popular culture.