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In Partnership With

CEA
EM
NAB
Event Marketing Institure
Sparks

PlayStation spread word via singstarontour.com. Web visitors were linked to the SingStar message board, which was linked to MySpace, Facebook and other personal networking sites. The malls were littered with tour signage and retailers gave out tour coupons. The event was also promoted on mall websites. PlayStation handed out SingStar buttons, lanyards and “I rock the mic” t-shirts to build excitement.

Sony 2

Using a branded, 22-foot Sprinter Van as the centerpiece at each mall, PlayStation set up a fully branded stage and four gaming stations showcasing a different title in the collection on PlayStation 2. Shy singers that didn’t want their voices projected across the mall could find refuge in two standalone kiosks on the side of the van. A third kiosk, at the rear of the van, featured a 40-inch Sony LCD TV.

Sony 1