The Ask
Amplify the awareness, excitement, and purchase of Astrobot.
Launching in September, Astrobot is the first premium ASTROBOT title and an opportunity to adopt a new generation of gamers to PlayStation and further establish the beloved character as a PlayStation mascot. At launch, there will be a lot of paid media, partnership, and event activations driving awareness of the title.
To support the launch, we are creating a PDP page and eCRM touchpoints. Our task is to now concept creative ideas to amplify the awareness, excitement, and purchase of Astrobot on other touch points across eCRM and PDC.
How might we amplify the launch of Astrobot through creative cross-selling across PDC & eCRM?
Our Approach
Our process for developing concepts.
Map the Experience
Examine the end-to-end PDC and eCRM lifecycle.
Identify Opportunities
Pinpoint chances to enhance the brand with Astro, boost game awareness, and drive conversions.
Illustrate the Concepts
Visualize the ideas through initial mockups and wireframes to bring them to life.
Touchpoints
Playstation.com
ECRM
Concepting
Astro Mode
Astro Mode
DESCRIPTION
Flip a switch to boot up an Astro-themed version of the games page.
Acting as an Astro-styled operating system, gamers can immerse themselves in all things Astro.
Encounter a treasure trove of retro goodies, playful interactions, nostalgic past memories, and exciting new missions.
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GOAL
Deepen awareness of the various aspects of the new game, keeping Astro front and centre of gamers’ minds, even as they’re checking out other titles.
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Astro’s Mystery Portal
DESCRIPTION
Time to immerse gamers more fully in Astro’s world, making them aware of just how much fun he can be. Always anchored to the bottom right of the screen, (think the Sign In prompt), a secret gateway opens up at unexpected moments throughout the PDC… Clicking it will transport gamers to the PDP via an epic transition, with Astro as their journey-mate.
GOAL
Promote overall Astro awareness while organically leading users to the game PDP.
Astro in Mischief Mode
DESCRIPTION
In the games module, Astro will take the stage and play with some of his favourites titles — hanging from the top or getting his head into other games tiles.
GOAL
Increase awareness and enthusiasm for the playfulness of the game while strengthening the connection between Astro and the PlayStation identity.
Scattered Bots
DESCRIPTION
We’ve met Astro, now time to meet his crew. The blast scattered bots all over the game pages … Can you find
them all?
GOAL
Deepen awareness of the various aspects of the new game, keeping Astro front and centre of gamers’ minds, even as they’re checking out other titles.
Homepage Invasion
DESCRIPTION
As gamers get deeper into the PS ecosystem they get deeper into the Astro story. Enemy bots have infiltrated the hardware page. They are taking over modules and carousels in a effort to cause maximum mischief.
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GOAL
Deepen awareness of the new title and context of the story, driving people to the PDP
Success Metrics
Astro Bot stood out with high retention and strong signed-in mobile user acquisition, despite lower media spend. Astro bot’s superior engagement is credited to visible, interactive features that promoted participation. Off-peak activation led to fewer downloads and revenue, but conversion rates exceeded benchmarks.
11
Average user engagement / visit
x2
Uplift in average dwell time(vs rest of the site)
+600%
Uplift in average engagements vs rest of site
The Space Between Us
Explore artwork that captures the subtle connections and meaningful gaps that define the human experience.