The outdoor activation was placed in high traffic areas where youngsters between 16-35 years old pass by. The first location was the central entrance of the Antwerp train station. Lots of high school and university students pass by during the morning and afternoon hours. In the evening the installation was introduced at movie theaters to get the attention this young target audience.

The videos showing the reactions of the people during the live event were captured and used on PlayStation’s social media networks to enhance and maximise the off- and online communication of the campaign.

The installation perfectly demonstrates the electricity aspect of the game by sticking your fingers into a power socket.

In total over 100,000 people saw the installation. 5000 people were tempted stick their fingers into the power socket. 250 of them completed the daring task to keep their fingers in the socket for 5 seconds. The total budget for the offline stunt was 35,000 USD.

With the remaining 10,000 USD a video of the reactions was created There was no room for paid media so the KPI for the video was set for 25,000 views. After 2 weeks the video was viewed 130,000 times receiving national coverage in the most popular Belgian newspapers and gaming blogs, only costing 7 cents per view.