The launch of Sony INZONE is a best-in-class example of how to leverage sponsorship to build trust and credibility with hard-to-reach gaming audiences.
Designed for avid First Person Shooter (FPS) players, the new INZONE brand brought a premium headset and monitor to market, with the aim of achieving 30% market share within 6 months. Thanks to this campaign, INZONE would smash its target, achieving 45% market share within just 5 months.
In two phrases, peaking at the crucial Christmas sales period, the campaign saw seamless fusion of macro and micro influencers, as INZONE prioritised product demo content and gave talent the freedom to speak honestly about their experiences. 36 influencers across 10 markets shared impartial ‘first play’ product demos of the INZONE tech, deftly answering questions from a tech literate and sceptical audience.
Meanwhile, elite esports team EXCEL produced a compelling content series ‘Play With A Pro,’ where amateur FPS creators from across Europe teamed up with pro female Valorant players for a unique training experience.
Every one of our 1200 pieces of content showcased how this technology would get affluent FPS gamers closer to victory, persuading them to invest in their set ups. Combined, this generated 400 million views and a reach of 2+ billion, surpassing expectations by 469%.
A resounding success that underscores the power of sponsorship to deliver authenticity and credibility. By applying the fundamentals while innovating along the way, Sony effectively primed INZONE to dominate the PC gaming technology market in years to come.
