PlayStation Network: Always On

PlayStation Network has a consumer base consisting of some of the most engaged gamers in the world, yet 68% of them aren't opted in to recieve PSN communications. They needed a heavy-hitting CRM partner who could help them get back in touch.

Rather than just delivering the expected, Euro Chi created Always On -- a fully-integrated campaign idea that revolved around keeping gamers plugged into their PS3 24/7. We spoke in a gamer-to-gamer voice, rewarded them for playing on the Network, and created a gamification experience that encouraged brand engagement and loyalty.

I'm immensely proud of this work. We won the pitch and I helped define the voice that's still being implemented today.

Role: Conceptor, Senior Copywriter