When PlayStation puts new content out in the world, gamers turn to their phones to devour it. They analyze every detail and race to call out their discoveries in the comments feed. So we thought what if we rewarded that passion?

We launched a film on Facebook featuring a king. Hidden in it were over 100 Easter eggs. These were virtual treasures from PlayStation games that we made into real, covetable items. When gamers found them, they commented. To their surprise the king responded, rewarding them with the actual treasure they found. A full team worked behind the scenes to reach gamers on Facebook Messenger, getting their addresses to immediately send them their treasure. Response films were personalized to the gamer, showing their items being boxed up and sent to their home. Direct mail treasures were package with the royal treatment. For four days the king sent out over 300 treasures to gamer’s homes. With personalized response films, in-person deliveries and live unboxing videos, we transformed a single comments feed into a real-time direct response campaign. A first of its kind on Facebook.

+24 million views

+19 thousand comments

+300 direct mail treasures

+345 million media impressions

PlayStation 4 became the best-selling console of 2016