A launch to remember: PS4 #4ThePlayers
Following on from the redesign of the Oxo Tower to mark the arrival of the PS4 in the US, the time had come to launch the highly anticipated PlayStation in Europe. And what a week it was…
Based in Covent Garden, London, the PS4 Lounge became sort of a second home for the PlayStation team – and would eventually become the venue for the official UK midnight launch (more on that later).
Before then though, the team had been working on the Play the Players campaign – three days of events where gamers could show up and play the PS4 against the stars. Day one saw Arsenal midfielder Aaron Ramsey pack out the PS4 Lounge with football fans eager to play him at FIFA 14. On day two it was time for boxer Amir Khan to try out the new console, while Dizzee Rascal kept the buzz going throughout day three.
But the real star of the week was the PlayStation 4 itself. With gamers togged up in their warmest clothes and blankets starting a queue to buy the console from as early as Monday (!!!), midnight on Thursday would see them get their wish. The stage was set, and the team was prepared for a marathon launch.
The day comprised a packed schedule of media interviews with key PlayStation spokespeople, including President and CEO Andrew House, while the excitement (and queue) kept building at the PS4 Lounge. Those in the queue were treated to pizza, extra blankets and an exclusive performance by Tinie Tempah, while Imran Choudhary – the brave soul who was first in line – was handed his PS4 by Tinie and Andrew House.
After a very busy few months of planning, the work has really paid off – media reception has been fantastic, with blanket coverage in the nationals and broadcast, not to mention hundreds of online outlets discussing the new console.
Now, who’s up for a round of FIFA?