In the new PS3 game, DC Universe Online, you can create your own superhero or villain by chosing powers, abilities and your own custom suit.Mr. Lee‘s tailor shop specializes in handcrafting custom suits for heroes and villains. So you can make your suit a reality and live the same experience as the game in the offline world.The tailor shop opened in the very heart of Madrid, within steps of the majority of comic book shops in the city.Mr. Lee quickly became a top news item appearing in all major Spanish TV channels in prime time.-10 Foreign Newspapers.-All major Spanish newspapers.

-Even Florentino Fernandez, the “Connan o Brian” of Spain, did an imitaiton of Mr. Lee on his primetime show.

The earn media represented 4000% Return On Investment to the brand. And we are talking about news content, not advertising.

The plan was simple:To create a big experience for the fans.

The engaging experience began with a special invitation made by Mr. Lee himself. This was direct marketing to the media.Once in the tailor shop, the media and the people in general had to decide whether to be a hero or vallain, fill out a questionnaire, and get measured. The custom suit was first created within the game and then an illustrator drew a sketch and gave it to the client together with an estimate.While waiting to be attended by Mr. LEE, people could play the game for the first time and get inspired about their suits.

The Madrid shop was more successful than Gotham city´s. The appointments were all filled in just a few hours and hundreds of suits were ordered.

The Madrid shop was more successful than Gotham city´s. The appointments were all filled in just a few hours and hundreds of suits were ordered.The earn media represented 4000% Return On Investment to the brand. And we are talking about news content, not advertising."Mr. Lee´s tailor shop is our most succesful launch campaign since I`ve been working at Playstation."Francisco Sayans.Interactive Media Manager.PlayStation.