PLAYSTATION VITA

HEART VITA

As gamers, we love video games. Whether it’s the adventures, puzzles or the ability to beat or blow-up your friends every gamer has something they’re passionate about and Vita wants to bring them more of it, in ways they’ve never imagined possible. By focusing on independent game developers and giving them both the platform and freedom to unleash their creative sensibilities, Vita can ensure that the passion they put in to their games is exactly what we’ll get out of them. That’s real love, that’s real gaming.

 
 
 

SEED // INTRO // EXPRESS // COLLECT

To convey that our campaign comes from a love of games, we’ll introduce it initially without any branding. Our 8-bit hearts will turn up on pins, buttons and stickers in places frequented by gamers. This grass-roots style ambient execution will be complimented by a few highly visible stunts.

 
 

SEED // INTRO // EXPRESS // COLLECT

Once gamers have taken to the hearts, we’ll introduce the PS Vita branding. Targeted online, social media and mobile ads for Vita titles will prominently feature game-specific
8-bit hearts, while introducing gamers to new releases from their favorite genres. Additionally we’ll give gamers a stake in creating new games via Gamestarter, a video-game Kickstarter that funds indie game developments based on the number people who “heart” the project.

 
 

SEED // INTRO // EXPRESS // COLLECT

Once gamers are actively engaged with the hearts, we’d like to give them full control to use the hearts as a personal statement.
The question, “What do you heart?” will be answered by gamers creating their own unique hearts which will serve as social media avatars, be available on custom
merchandise and serve as personalized, one-off box art for limited edition Vita bundles.

 
 

SEED // INTRO // EXPRESS // COLLECT

Finally, we’ll turn our campaign, into a game. Special edition hearts will be hidden at conventions, launch events and scattered into the wild
for anyone to find. Mobile users lucky enough to find and Instagram 100 unique hearts will receive a free PS Vita.
Vita owners who capture the hearts will get special DLC for the corresponding games.