The PlayStation spot, "The King" wasn't just a look into the worlds of gaming with a unique protagonist. The spot featured a hundred easter eggs hidden throughout. We rewarded gamers who discovered them by actually giving them what they found when viewing the video on Facebook. From the design of various assets to figuring out how to award these prizes, I played a number of different roles (down to choosing the scent for the hay we used to fill the prize crates).
To announce winners online, we posted personalized videos in response to specific comments, with the fans' names prominently features on the crate which was now headed their way.
A range of personalized images were also created and posted on Facebook in real time as responses to fans, announcing that they have won and their gifts were on the way.
Some prizes were rare prints featuring the lucky finds in elaborate still lives.
Winners also received handwritten personalized letters from the king himself.
The King, of course, had his own stamps and seals designed which were used for every package and letter sent. My wax sealing skills improved dramatically.
A few lucky winners, got the biggest prizes from the film and we made sure to deliver them in person. Each delivery was a spectacle that rewarded PlayStation's biggest fans.
Agency: BBH New York
Creative Directors: Hugo Bierschenk, Dean Woodhouse
Awards: One Show Merit Award, Bronze Cannes Lion - Cyber, D&AD Wood Pencil, Facebook Awards Global Winner