As an innovative brand, Sony PlayStation Denmark believes that social media is the key to communication and active dialogue with its fans. Therefore, the marketing team chose Facebook as a main channel to interact with the audience, when launching a campaign around the game “The Last of Us”.
Sony PlayStation in the Nordics wanted to increase their awareness and reach on Facebook. Ever since the social network changed their algorithms in 2012, they have experienced difficulties to communicate actively with the audience they wanted. Therefore, the team decided to try Facebook advertising and trusted the Komfo Ads for help with it.
Sony PlayStation Nordics used Facebook ads to promote a special augmented reality game. It was an interactive treasure hunt around the game The Last of Us. Several social media channels were used to announce and run the contest which included Facebook, Instagram, Vimeo and YouTube.
The Sony PlayStation team communicated the game via regular posts on Facebook, which the Komfo Ads automatically optimized and advertised to the right audience for the competition.
The campaign results were fantastic and significantly higher when compared to previous months. The contest participants rose from the average 200 per game up to 1663. The number of visits of the competition page reached 12.828 and the number of unique views on the intro video – 10.950. And those were the campaign results only for Sony PlayStation Denmark, while for the whole Nordic region those were approximately three times higher. Congratulations to the team!