SingStar brand strategy

Challenge

How to maximise the commercial success of an innovate gaming proposition with the potential to bring millions of new consumers to PlayStation.

Solution

Fuelled by her proven passion for marketing innovation, Lucy developed partnerships with music events including Glastonbury and artists including Take That. This strategy of irresistible engagement and superstar content took  SingStar to a huge audience.

Result

Over 4 million units sold in the UK and a 5:1 return on investment bringing a whole new audience to the PlayStation brand.