The Challenge
PlayStation and Sony Rewards identified a decline in gamer persona engagement since the removal of PS Store earn. The objective was to re-engage linked SR members, attract new memberships, and build excitement for the Spider-Man 2 launch. The campaign needed to deliver a reason for existing and prospective members to enter the sweepstakes while generating measurable impact on enrollments.
The Solution
I established a sweepstakes-driven creative platform to translate fan enthusiasm into tangible engagement. Using eye-catching visuals, thematic Spider-Man messaging, and reward-centric calls-to-action. CRM, email, and social touchpoints were leveraged to drive awareness and registration, creating a seamless journey for existing members to re-engage and for prospects to join the Sony Rewards program.
The Results
The campaign successfully delivered 50K+ new Sony Rewards enrollments, 135K total sweepstakes entries, and 24.6K pass completions, translating excitement for Spider-Man 2 into measurable engagement and strengthening the PlayStation fan ecosystem ahead of launch.
