The Challenge
Sony Rewards and PlayStation sought to convert franchise anticipation into measurable action. Objectives included increasing engagement among the PlayStation audience, driving new Sony Rewards enrollments through partner channels, re-energizing completion of God of War (2018), and building momentum to support the upcoming Ragnarök launch.
The Solution
A tentpole sweepstakes platform was developed to transform passive fans into active participants. I owned the visual direction for cinematic, story-driven creative that drew on the emotion and scale of the franchise, positioning the promotion as a continuation of the player journey rather than a traditional giveaway. Reward-led messaging and immersive visuals were deployed across CRM and digital touchpoints, creating a seamless path from excitement to enrollment while reinforcing the value of engagement within the PlayStation ecosystem.
The Results
The campaign successfully translated launch anticipation into measurable business impact—driving 30K+ new Sony Rewards enrollments and 63K game completions, while strengthening fan investment and supporting momentum leading into release.
