Playstation
I ran digital for Playstation for a few years. Most of that time was spent trying to establish the PS brand and igniting a fan base.
Little Big Planet 2 Launch
2011. Before Twitch. Before livestreaming was a behavior anyone had established.
LBP2 wasn't just a sequel — it was a platform leap that let fans build entirely new worlds. Our job was to show that evolution in a way that felt as expansive as the game itself.
We livestreamed a world record attempt for the longest continual gameplay — inviting the LBP community to create, share, and play in real time. At peak, we had over 3 million concurrent live streams. Numbers that would make marketers excited today. In 2011, they were unprecedented.
We set the world record. PlayStation had record first-week sales. And we did it on technology so new that the cultural infrastructure to support it didn't yet exist.
Playstation Brand Evolution
There was a desire to move Playstation into an ownable space, but nothing big really stuck until The Show ‘09. A spot, a character, and an experience that went on to influence Playstations marketing (broadcast, social, web, events, and PR) for the next 2 years.