Short Essay 2_Lam Chak Fung (1155217369)

An Integrated marketing communications (IMC) on Sony Playstation 5 “Feel it now” Campaign

As discussed in class, Integrated Marketing Communications (IMC) ensures that a brand’s message remains consistent across all channels, helping it stand out from competitors. This strategy focuses on building a strong brand image and creating meaningful connections with customers. It’s not just about sharing product details but about engaging in two-way communication to foster trust and understanding. This concept reminds me of how brands use integrated marketing campaigns to engage their audiences and build strong connections. Sony’s PlayStation 5 (PS5) "Feel It Now" campaign is a perfect example of a campaign that effectively conveys the brand’s message while resonating with its audience. 

Introduction: 

Sony’s PlayStation 5 "Feel It Now" campaign is a well-rounded marketing strategy published and expanded in late 2023 to align with the release of new products, including the PS5 Slim and PlayStation Portal. It also promoted popular game titles like Marvel's Spider-Man 2 and Horizon Forbidden West, along with new accessories like the Pulse Explore wireless earbuds. The campaign strategically launched during the holiday season to attract both existing fans and new customers, taking advantage of the high shopping activity. Its focus was on showcasing the PS5’s immersive gaming features, such as 4K graphics, 3D audio, and the advanced technology of the DualSense controller. Sony also builds a strong emotional connection with gamers by featuring exclusive game titles and using engaging storytelling. This approach helps create a deeper bond with its audience, fostering long-term loyalty to the brand.

IMC Components:

Sony’s marketing strategy for the PS5 "Feel It Now" campaign effectively combined various channels to reach a wide audience.

Television played a major role, with ads shown during major events like the UEFA Champions League. These ads used stunning visuals and clips from popular games to attract attention, emphasizing the emotional excitement of gaming on the PS5. Meanwhile, digital platforms like YouTube, Twitch, and PlayStation’s website were essential for promoting the PS5’s cutting-edge features to tech enthusiasts and gamers. This combination helped drive pre-orders and built excitement. 

Television advertising was central to the campaign, with impactful ads aired during high-profile events like the UEFA Champions League. These ads captured attention with high-quality visuals and immersive scenes from popular games, designed not only to attract gamers but also to appeal to a broader audience by emphasizing the emotional aspects of gaming on the PS5. Digital marketing also played a crucial role in the "Feel It Now" campaign, leveraging platforms like YouTube, Twitch, and PlayStation’s official website. Online ads showcased the PS5’s specifications and features, effectively targeting tech-savvy consumers and gamers. This approach drove interest, boosted pre-orders, and created excitement around the console.

In addition, Sony's strong social media presence was critical for community engagement. The campaign used platforms like Instagram, Twitter, and YouTube, featuring hashtags such as #FeelItNow to create a unified brand experience. By sharing game footage, behind-the-scenes content, and encouraging users to share their gameplay, Sony built anticipation among fans. Email marketing was another key element, with personalized emails informing subscribers about PS5 features, special deals, and pre-order options, encouraging early sales. Sales promotions, including limited-time offers, game bundles, and discounts for PlayStation Network members, added further incentives. To boost visibility, Sony collaborated with influencers and gaming media for unboxing videos, product reviews, and comparisons with competitors, which helped to establish credibility and generate organic buzz.

Audience Engagement in the "Feel It Now" Campaign:

The "Feel it Now" campaign used interactive elements to actively engage its audience and drive participation. Sony encouraged users to create content, sharing their gaming experiences and favorite PS5 moments. Live demonstrations and in-store trials gave potential buyers the chance to try the console for themselves, generating buzz and word-of-mouth promotion. These efforts helped build a stronger connection with the audience, increasing excitement around the PS5.

Consumer Affinity in the "Feel It Now" Campaign:

The campaign also helped strengthen consumers' affinity for Sony. PlayStation originally has an active community that regularly interacts with the brand and fellow fans. While Sony already collects plenty of data from PlayStation users, using social media to amplify their brand voice is a smart move. With Sony's marketing strategy for the PS5 "Feel It Now" campaign, it makes Sony feel approachable, ensuring that customers do not feel distant from the company. When consumers engage with the brand through social media it builds stronger connections, and it also gives Sony valuable insights into their customers’ preferences and favorite games, allowing them to better meet their audience’s needs.

At the same time, Sony regularly hosts events and contests, many of which are highlighted on their PlayStation blog. The blog features posts about upcoming events, with Sony's marketing strategy for the PS5 "Feel It Now" campaign and by visiting the blog or using the PlayStation app, consumers can stay updated on the latest news. Sony even runs contests where lucky participants can win a PS5 console and 12 months Playstation Plus Premium Subscription. Engaging with these events helps keep the brand in consumers’ minds, making PS5 a familiar and memorable name. As a result, when gaming comes up in conversation, PS5 may be the first brand consumers think of.

As mentioned above, Sony PlayStation also offers an app that extends the PlayStation experience. Through this app, users can connect with friends, join online matches, and participate in parties. It is like a mini-community where users can chat and interact with one another. This helps build a stronger affinity for Sony, as users integrate the app into their daily lives and find new friends. By encouraging such interactions, Sony fosters a loyal and connected user base.

Evaluations: 

The "Feel It Now" campaign is a strong example of integrated marketing communications. By combining traditional advertising, digital marketing, and sales promotions, Sony effectively showcased the immersive experience of the PS5. The campaign’s emotional appeal and focus on consumer engagement helped build brand loyalty and drive sales. 

References:

• Creative Salon. (2023, November 24). PlayStation celebrates immersive play in 'Feel it Now' spot. Creative Salon. https://creative.salon/articles/work/adam-eveddb-sony-interactive-entertainment-feel-it-now-on-playstation-5 

• D. (2023, December 13). The PlayStation campaign that reignited hype globally for experiences on PS5. The Drum. https://www.thedrum.com/news/2023/12/08/the-playstation-campaign-reignited-hype-globally-experiences-ps5

• Feel it now: Choose your adventure and find your next PS5 game. PlayStation. (n.d.). https://www.playstation.com/en-ca/feel-it-now/

• Kristen Zitani, Mary Yee, Roberts, Jim Ryan, & Geoff Norton. (n.d.). PlayStation Community. PlayStation.Blog.https://blog.playstation.com/category/playstation-community/

• PlayStation • Instagram. https://www.instagram.com/playstation/

• PlayStation: Feel it now on PlayStation 5 • ADS OF THE WORLDTM: Part of the clio network. Ads of the WorldTM. (n.d.). https://www.adsoftheworld.com/campaigns/feel-it-now-on-playstation-5

• PlayStation® Official Site: Consoles, games, Accessories & More. PlayStation® Official Site: Consoles, Games, Accessories & More. (n.d.). http://www.playstation.com/ 

• Skillverse. (2023, November 12). The “feel it now” campaign for Sony PlayStation 5 reveals the magic for marketers. Medium. https://medium.com/@skillverse/the-feel-it-now-campaign-for-sony-playstation-5-reveals-the-magic-for-marketers-af8e57a325cb