You could accuse PlayStation of a lot of things, but a lazy marketer is not one of them.
Although some commentators claim Sony’s achievements are simply luck, the company actually spends a huge amount of money on marketing to make sure people are aware of its brand.
PlayStation 5 is launching a new global campaign called “It Happens on PS5” and is installing striking displays in cities worldwide.
We got a sneak peek at a display in Seoul Station, South Korea – a huge space between the entrance and a massive, stadium-like LED screen. It was advertising ITZY’s newest song, naturally.
The setup is straightforward yet visually stunning. A rocky landscape transitions into a glider shaped like the DualSense controller, which lights up the area and immediately draws your attention.
The Sony controller doesn’t need much explanation – its design is instantly recognizable, and the blue lights clearly signal it’s a PlayStation accessory.
We found a fun hidden detail while exploring: a miniature version of Eve, the main character from the game Stellar Blade, designed to look like the Astro Bot character! It’s a nice nod to the fact that Stellar Blade’s developer, Shift Up, is located in Seoul.
As we alluded to, though, it’s not the only installation aligned with the marketing campaign.
In the UK, Sony has been using creative and eye-catching billboards. These aren’t your typical ads – they feature three-dimensional elements, like a parachuter appearing to have crashed into the sign and a dragon seemingly hidden within it.
Meanwhile, there’s been reports of UFO landings in Australia:
The campaign’s main goal is to show that PlayStation offers experiences you can’t have anywhere else.
This campaign is another great success for the company, demonstrating what they can accomplish now that they’re operating as a single, global team.
In the past, each local business handled its own marketing. But by working together, we can now create a global campaign that reaches customers everywhere.
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2025-11-14 03:06