Euro RSCG Chicago Wins Digital CRM for PlayStation

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Agency will fuse data and creativity to communicate with millions of gamers.

When you believe that smart data is a beautiful thing, the creative possibilities are endless. We are very excited about the creative work to come.” said Jason Peterson, chief creative officer at Euro Chicago.

Sony Computer Entertainment America (SCEA) has selected Euro RSCG Chicago to engage PlayStation fans and gamers through new and innovative customer relationship marketing platforms that include e-mail, digital, social and mobile campaigns.

Euro RSCG Chicago approached this opportunity with a broad lens and identified tremendous growth opportunities for PlayStation Network and PlayStation Plus. The agency’s approach moved beyond traditional CRM in favor of customer engagement marketing, which places greater emphasis on content that is shareable and takes the consumer relationship from one-to-one to one-to-one-to-many.

The agency will design and execute programs to help PlayStation increase the subscriber base of PlayStation Plus, a premium subscription service that delivers free games, discounts and exclusives, and encourage greater engagement and participation on the PlayStation Network. Deutsch LA continues to be PlayStation’s brand agency.

“PlayStation’s engagement future lies in the gamification of marketing, encouraging consumers to play the brand as they would their favorite releases,” said Norm Yustin, president of Euro RSCG Chicago. “In doing so, PlayStation learns more about its gamers and engages them with just the right message at the right time – and, as their familiarity grows, gamers participate more deeply with the brand and experience greater rewards.”

“The key to unleashing the PlayStation Network is the ability to merge data and creativity,” said Jason Peterson, chief creative officer at Euro Chicago. “When you believe that smart data is a beautiful thing, the creative possibilities are endless. We are very excited about the creative work to come.”

“PlayStation is another win this year for Euro CHI’s unified offering," said Clive Maclean, CEO Euro RSCG Discovery, the data and analytic source of Euro Chicago. “With significant wins in 2011 from PlayStation, Jim Beam, Citi, Reynolds, Hefty, Fairmont Hotels, Cracker Barrel and Disney, our ability to fuse data and creativity has been a winning formula for our office this year.”

About Sony Computer Entertainment America
Sony Computer Entertainment America LLC (SCEA) is responsible for keeping PlayStation® growing and thriving in the United States, Canada and Latin America. Based in Foster City, Calif., SCEA serves as headquarters for all North American operations and is a wholly owned subsidiary of Sony Corporation of America Inc. We make advanced hardware that enables the most talented developers to produce vanguard titles and set new standards in interactive entertainment. Our goal is to make a family of products that completely changes the definition of home entertainment. It doesn’t matter if you’re a hard-core gamer whose thumb calluses that can deflect machine gun fire or if you just love Blu-ray movies, PlayStation® entertainment products have something for you.

About Euro RSCG Chicago
Euro RSCG Chicago is a leading integrated marketing communications agency serving clients that include Groupon, Sears Holdings Corporation, Citigroup, EFFEN® Vodka, Hornitos™ Premium Tequila, Sauza® Tequila and Pucker™ Vodka. Euro RSCG Chicago is part of the Euro RSCG Worldwide network, which is made up of 233 offices located in 75 countries throughout Europe, North America, Latin America and Asia-Pacific. The network, named to Advertising Age’s 2010 A-List anddeemed Campaign’s 2009 Network of the Year, provides advertising, marketing services, interactive/social media and corporate communications solutions to global, regional and local clients. Euro RSCG Worldwide is the largest unit of Havas Worldwide, a world leader in communications.

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Steve Sapka
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