Noting gamers spent millions of hours earning online trophies, but nobody ever recognized these achievements, we created revolutionary kind of web experience: Bid for Greatness. On this website, gamers could use their virtual trophies as currency towards the purchase of real world costumes, weapons and props from the Greatness Awaits Film. Just like that, online achievements were worth more than bragging rights.

Playstation’s relationship with their existing core enthusiasts was strengthened while creating thousands of new advocates for the brand.

Bid for Greatness reached a larger audience by embracing our core fan base, rewarding their greatness online with real-world items, and transforming them into advocates for the brand.

An effort with zero media dollars behind it garnered 157 million earned impressions, catching the attention of 4.2 million gamers and leading to the largest console launch in gaming history.

As PS4 launched, it’s online component- the Playstation Network, was widely viewed as inferior to the competition. We sought to change this perception by offering something no other online service had. Noting gamers spent millions of hours earning online trophies, but nobody ever recognized these achievements, we created Bid for Greatness. For the first time, gamers could use virtual trophies as currency towards the purchase of real world items. Suddenly, online achievements were worth more than bragging rights.

News spread and an effort with zero media dollars behind it garnered 157 million earned media impressions, evidently catching the attention of 4.2 million gamers, and leading to the largest console launch in gaming history.

The target audience was core-enthusiasts. They were staunch advocates of the Playstation brand, but were under the impression that, despite their enthusiasm, the Playstation Network provided an inferior online experience.