PS 4 launch

Sony PS 4 Launch
A presentation by
Phase 1 Events & Entertainment

› To create an unforgettable launch experience of the Sony PS4
in India
› To highlight the unique features of the PS4 throughout the
event, differentiating it from its predecessors as well as its
competitors in the market
› To create an interactive and engaging experience for invitees,
with technology and innovation being at the forefront of the
event.
Event
Objectives

1. Pre event Buzz
2. Venue
3. Invite
4. Registration & Press Kit
5. Opening Act
6. Brand Presentation
7. Product Launch
8. Photo Op
Event
Touchpoints

›To build a hype around the launch we will select two of the top
PS4 gamers in the country/world
›We will create the avatar of these two gamers
›We will put up these avatars on digital platforms and LED
billboards.
›These avatars will have a constant tweet debate topic. They
will be talking about the features of PS4 and the games
available on it etc.
› Their interaction will be treated like the ultimate opinion for
the end user experience of PS4 thus far
Pre - Event
Buzz

The Arena
The venue at which the event is held is
as important as the event itself.

Grand Hyatt
Santacruz
Mumbai
Preferred
Option

Hyatt Regency
Andheri East
Mumbai

The Cheat Code
The invite aims at giving a sneak peek
of the event while focusing on the
message
Get Addicted To PS4 Gaming

Chocolate Box
The iconic
buttons on the
controller
open to reveal
pills in the
shape of the
symbols

Chocolate Box
The copy
speaks about
getting
addicted to
PS4 gaming

“It is hard to understand addiction
unless you have experienced it.”
!
Take a pill and come experience the addiction.
Inviting you to the launch of PlayStation 4
Join us as we step into the game.
Date: dd.mm.yy | Time: 0:00am Onwards | Venue: xyz, Mumbai
Invite
Copy

Access Card
The access
card is the key
to entering the
event
The QR code
on the same
leads to the
official PS 4
website
**Image For Reference

“It is hard to understand addiction
unless you have experienced it.”
!
Access the restricted levels and get a high you never experienced
before
Inviting you to the launch of PlayStation 4
Join us as we step into the game.
Date: dd.mm.yy | Time: 0:00am Onwards | Venue: xyz, Mumbai
Invite
Copy

Sign Up
Hostesses dressed in futuristic suits
will welcome the invitees
At the registration desk, the invitees
will be given the press kits.
The press kits will be packaged in a
CD case similar to the PS4 game CD’s

The Hostess
Hostesses
dressed in
futuristic suits
will add to the
persona of the
entire
experience

Registration
Desk
The desk is in
the shape of
the controller

Registration
Desk
The backdrop
is an in lit unit
of the PS logo

Step In
Post registration the invitees will
access the event space through a fog
screen
As they step through the fog screen
they step into a digital world

The Laser
The laser
tunnel gives
the invitees a
feel of
stepping into
the digital
world

Walkway Opt 2
Bio metric scanner

The Scanner
The scanner
creates the
illusion of the
gaining
restricted
access

The Graphic User Interface
Once the guests enter, the décor will be
in shades of black, white, grey and blue
to complete the illusion of stepping into
the digital world

Layout
This is an
overview of the
layout of the hall
at Grand Hyatt
The back of the
seating space is
demo zone
which is reveled
post the launch

The Décor
Each alternate
chair has the
PS branding
on it to ensure
maximum
visibility to
the brand

The Harpist
The music of
the harp
combined with
the effect of the
laser adds the
finishing
touches to the
ambience

The Simulation
Once the invitees are seated, the
harpist takes leave and a ghost voice
makes hygiene announcements
Slowly the lights in the hall dim an the
opening act begins

Opening Act Opt 1
LED Dancers

LED Dancers
A troupe of
dancers in LED
costumes perform
an act around
getting addicted
to the game.
Ref Link: http://
goo.gl/LYSR2k

Opening Act Opt 2
LED Graphics

LED Graphics
A unique laser
show which
creates text with
graphics. The text
could be around
revolutionizing the
game and getting
addicted
Ref Video: http://
goo.gl/eq78N

Opening Act Opt 3
Curtain Raiser Film

AV
The AV follows the
timeline of
evolution of the
brand Play Station.
This will help set
context for the
event.

Lock & Load
Post the grand opening act the emcee
come on stage.
The spokesperson for Sony to speak
about the brand ‘Play Station.’
He could speak about how play station
revolutionized console gaming and
continues to challenge itself by
constantly evolving

The Game Play
Equipping the invitees with a gist of
the brand the spokesperson leaves the
stage
A ghost voice announces.
Ladies and Gentlemen the much
awaited PS4

Option 1
The Launch will be conducted by an AV which
showcases the just the expressions of gamers in
flickering light.
The frustration, the joy of victory, the
concentration or even the deadpan face
The whole film will be edited against English
classical music
The final line of the film will be
PS4 Get addicted. Get in The Game
Ref video: http://goo.gl/WUmT

Option 2
The AV will be a conversation of 3-4
gamers sitting in coffee shop but speaking
only in gaming terms
The final line of the film will be.
PS4 the language of gaming
Ref video: http://goo.gl/UVWVzs

Option 3
The AV will be made of scenarios in real
life which inspire the game play like
motorcycle racing, base jumping,
skydiving etc
The script will run along the lines of the
experience pure thrill, pure adrenaline, pure
sport, pure speed.
The final line will be – experience Pure
gaming. PS 4 Get addicted, get in the game

Option 4
The launch sequence will be conducted of two
gamers coming on stage and stepping into two
capsule like installations.
They get their mission briefing from a
computer voice as a sound wave comes alive
on screen
In their briefing they are given the criteria on
which they will be tested

Option 4 Continued…
They then disappear from their capsules and
appear on screen, they pick up the PS4
controllers on screen and begin playing
As they start the game, the content switches
from the gamers to the game play
Suddenly the characters on the game fall and
the gamers fall out of the screens perspiring
with sweat on their faces

Option 4 Continued…
During the game play various features are
showcased of the PS4.
The cycle repeats itself as they are given a
second mission briefing and they jump into
the screen to get into the game.
The final frame of the film will read
Get PS4. Get in the game
The script will undergo refinement basis a final
game selection list and more research

Option 5
The Launch will be conducted in the
form of an interactive film, where 2
gamers on stage are playing the games
shown on screen

In the Launch sequence we have 2 gamers battle it out across 3
timed rounds of the games Kill Zone, Drive Club and Knack.
!
Across the 3 rounds the following features of PS 4 will be
highlighted:
Play while download
Seamless play from PS 4 to PS Vita
Social Gaming & other Network Features
The
Script
Overview

The Start
The gamers
come from
either side of
the hall and the
pedestals light
up

The Start
There is a
blinding flash to
indicate the
screen coming
alive

The Start
The screen
introduces the
gamers to the
audience
And the First
round is
flagged off

Round 1
The Timed
rounds begin
will the Kill
Zone Death
Match
The game
downloads as
the gamers
play

Round 1
The Timer in
the top right
corner
indicates the
time left
before it hits
zero

Score
Once the
round is over
the score is
shown to
indicate who
the winner is

Round 2
The second
round
showcases the
game Drive
club

Round 2
As the game
progresses the
gamer
switches to PS
Vita and the
screen shows
a seamless
transition

Round 2
As the game
progresses the
gamer presses
the share button
and the split
screen shows
the share &
other new social
gaming features

Round 2
As the side
screens go on
to show the
PS 4 app

Score
Post the
second round
the score is
shown
The blue
gamer wins as
blue is the PS
color

Bonus Round
Player 2 plays
the bonus
round and
makes Knack
grow in size

The Launch
He then suddenly
makes knack
switch to stealth
mode
As knack
disintegrates
strobes lights
streak across the
stage and the blue
light on stage
comes on

The Launch
The PS logo comes
alive on the side
screens
The chequred
backdrop is lit and
the SLT with
celebrity gamers
bring the PS 4 on
stage

The Launch
The stage itself is
in the shape of
the PS 4 console.
The same is
revealed as all
the lights on
stage come alive
for the first time
in the evening

Screen Grab
With the product launched. A
chequred backdrop lights up at the
base of the screen for the press to
make this momentous moment a
memory

The Walkthrough
Post the Photo Op we have the
spokesperson from Sony make a
detailed presentation about the several
other new and enhanced features of
the PS 4

The Firing Squad
Post the product presentation the floor
will be open to the Q&A Session by
the Press.

The Demo Zone
Once the press finishes the Q&A
session, the SLT at Sony point an
infinity laser at the back of the hall
and the experience zone lights up
We will have representatives from
Sony present to assist and showcase
the various features at each zone

Demo Zone
The entrance to
the demo zone is
through larger
than life in lit
installations of
the iconic PS
symbols

Demo Zone
The Demo Zone
is divided into
the 3 games used
in the launch
sequence

Demo Zone
Each game is
equipped with 4
controllers and
bean bags along
with the console
and screen so
that the
experience may
be enjoyed
comfortably

The Refuel Counters
Post the unveil of the demo zone the
emcee will announce the Refuel
counters to be open.
Each dish at the buffet will have
Health Bonus Number with it basis it’s
nutritional value
The bar will have drinks based on
various power ups like :
Nuke, Force Field, Stealth Mode

The Takeaways
As the invitees leave we will hand out
a small giveaway to each of them.
This will be a memorabilia of the
event itself

Option 1
Key Chain
A
memorabilia
like no other.
A classic
customized
PS 4 key
chain

Option 2
Pen Drive
The Pen Drive
can be
customized to
the shape of
the PS4
controller

Your Review
Neha Shungloo
Cell: +91 8867448882

PS 4 launch

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