The campaign “Unlimited Access” was launched as part of the new PlayStation 5 console´s release during November 2020. This campaign focused on promoting the new PlayStation Plus Collection feature, which allowed PlayStation Plus subscribers to access a selection of iconic PlayStation 4 games.
The ad campaign focused on the idea that, with PlayStation Plus Collection, players could access an unlimited number of exciting games and experiences, but it also showed gamers around the world enjoying a wide variety of games on the PlayStation 5, including some of the most popular PlayStation 4 games such as God of War, Uncharted 4 and The Last of Us Remastered.
The Unlimited Access short film
From here on, the spot narrated how the influencer elrubius was invited to try out the new console and everything it had to offer. As a result, the protagonist not only crossed paths with stars of sports or the Internet world such as, Ibai Llanos, TheGrefg, DjjMariio, WillyRex or Vegetta777, but also achieved to gather some iconic Spanish comedians and television personalities such as David Broncano, Grison, Josep Pedrerol, Joaquín Reyes, Michelle Jenner and others, who in turn explained the different features of the new console.
In addition to the TV spot, the campaign included online and social media advertising. As well as collaborations with influencers from the gaming community who shared their experiences and opinions about the PlayStation Plus Collection.
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As a result, the campaign showed how the collection of games enriched the gaming experience on PlayStation 5 and succeeded in generating excitement and increasing demand for the console and subscriptions.
In conclusion, the “Unlimited Access” campaign was a successful strategy to promote the launch of the PlayStation 5 in Spain. It managed to highlight the advantages of the console and the new PlayStation Plus Collection feature, while generating “hype” and expectation in the gaming community.
Yeppa! Nuevo Epic Vlog 😀
Like y RT <3 ₘₑ qᵤᵢₑᵣₒ ₘₒᵣᵢᵣ pic.twitter.com/bGqQeFngWj
— elrubius (@Rubiu5) November 20, 2020
Juan Pablo Chu