Sony has sold 13.5 million PlayStation 4s since the new console launched last November, and now the entertainment and consumer electronics giant is focusing on its related online gaming network PS Plus, which has reached 7.9 million subscribers.
Sony is teaming with Bartle Bogle Hegarty (BBH) New York for “Greatness Awaits,” a campaign to raise awareness of its online gaming culture and to celebrate its hardcore members.
Working with the New York City Ballet, they have created a series of videos that feature some of the world’s best dancers’ interpretations of 6 different popular PlayStation genres, including soccer and football and war, space and cops-and-robbers. Each spot begins with classical dance moves that quickly give way to over-the-top celebratory dancing, familiar to anyone who’s seen an end-zone dance.
Then, the PS blog encourages gamers to share their best Victory Dance on Instagram using the tag #PS4dancecontest.
Each week, they will choose several winners who will receive a free PS4. Several entries have already been submitted, including one dancer in a bright yellow chicken suit.
The campaign is entirely online and via social media in the U.S. and Canada. There are no plans to extend it to additional channels.
BBH NY has been working with the client since February 2013.