PlayStation’s social presence was built around major title releases, with limited flexibility for reactive or experimental content.

With gaming evolving into a cultural force, there was an opportunity to reach a wider range of fans by building a strategy that made PlayStation Canada a key player in Canadian culture.

Goals:
Show up consistently on social
Move at the speed of culture 
Create an online space that made room for every kind of gamer

The strategy was rooted in one goal: create more space for Canadians to play. 

Engage in cultural moments PlayStation fans cared about
Promoted title launches through platform-native formats
Created an inclusive social presence where all gamers felt seen