Playstation's Big Idea Final Presentation

A Big Idea to help the Playstation brand improve its sales by growing its audience.

1. Playstation’s Big Idea Mason van Lunenburg New Media Driver’s License April 18 th , 2016

2. Playstation’s Background November 2013 – Sony releases it’s iconic Playstation 4 gaming console January 2016 – Playstation 4 sales reach 35 million Sony Corp is one of the world’s leading innovators in the development, design, and sale of top-of-the-line electronic equipment and devices.

3. Examples of Services The newly-released “ Playstation Vue ” service allows subscribers to stream live television directly from their console.

4. The Big Idea Entering the lives of consumers who are NOT looking to buy Playstation products in order to promote Playstation’s brand across a wider audience. CRASH MOBILE

5. What Is CRASH Mobile? A free-to-download 2-D platformer game in which players can play through a number of levels either by themselves or with a friend online. Progressing through levels grants players with spendable coins that can be spent at the in-game shop. Shop Items Player skins – Customize the player’s look Power-ups – Speed boosts, extra life etc. Sweepstakes – A chance to win weekly prizes from discount promos to a new PS4 system Guaranteed Prizes – Playstation users can spend a large number of coins to unlock games and movies on the Playstation store.

6. CRASH Mobile Contests Week/month long contests in which players compete in the leaderboards to earn prizes Contest objectives can range from most kills, most coins collected etc. to give all players equal opportunity to win Example Prize Giveaway Ranked 1-5 ….......................... A brand new PS4 + 1 million coins Ranked 5-50 ….......................................................... 1 million coins Ranked 50-100 …...................................................... 500,000 coins Ranked 100-???............................................................5,000 coins

7. Getting The Idea Out!! Boosted Posts Customizable Targeting Options Over 100 million users Promoted Tweets Promoted Trends Generates “Buzz” Pre-roll Advertisements Promoted Videos

8. Measuring CRASH Mobile’s Success Playstation’s latest report stated that it’s network has over 110 million active accounts. Since the goal of this campaign is to reach a wider audience, the number of downloads will have to surpass 110 million for it to be successful. Additional performance indicators such as session length, retention rate, user happiness etc. will give Playstation an idea of CRASH mobile’s overall performance among its audience.

9. Budget & Campaign Profit Total Estimated Cost - $60-65 Million App profit comes exclusively from in-app purchases. It would take only 32,500,000 players spending $2 each to break even.

10. Budget Breakdown Legal, accounting, and comparable fees …. ....................... .. . ( $120,000) A team of six developers paid $52,500 per month for 6 months …......... .. ................................ .......................... .................. ($315,000) Promoted trends on Twitter for $200,000 per day for 10 days …........... ... ........................... .......................... ....................... (2,000,000) Promoted tweets on Twitter for $2 per interaction assuming 9 million interactions …........... ........................................................... .... ($18,000,000) CPM Advertising on Facebook at $.66 per view assuming 100 million views …............................. ............................................ ................... ($66,000) Advertising on YouTube at $.30 per ad view assuming 100 million views . ....... ..................................... .................... ($30,000,000) CPC Display Advertising at $1 per click assuming 10 million interactions ….............. . . ................... ........................... ($10,000,000 ) $60,501,000

11. Afterword