senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
Creative in association withGear Seven
Group745

PlayStation and Deliveroo Bring Digital Dishes from Iconic Titles to the Real World

03/12/2021
Advertising Agency
Sydney, Australia
254
Share
PlayStation Australia teams up with Amplify and Poem to launch 'PlayStation to Plate'

In collaboration with renowned Australian restaurants and Deliveroo, PlayStation Australia has launched ‘PlayStation To Plate’, an integrated communications campaign rolling-out from Friday 3rd December. Partnering with three restaurants across Sydney and Melbourne, PlayStation To Plate brings food featured in its unbeatable line-up of exclusive games into the real world, to create delicious moments of escapism. From the post-apocalyptic gritty world of The Last of Us: Part II to the colourful intergalactic dimensional rifts of Ratchet and Clank: Rift Apart all the way through to the diverse international treasure quests, found in Uncharted: Legacy of Thieves, PlayStation to Plate delivers a real taste of the PlayStation universe.

Gaming has provided a unique way to stay connected and collectively share experiences with others throughout the past 18 months. Food and gaming have been key sources of escapism and joy for many Aussies, fuelling discovery from the lounge. Amplify harnessed this insight and identified cultural leaders across adjacent passion points to create a new way to engage Australians and showcase PlayStation’s place in culture. From Artisan baker and TikTok sensation Bistro Morgan, to Sydney cult classics Mary’s and family favourites The Italian Bowl. Through these partnerships, the campaign is able to speak to new audiences outside of the gaming community. 

Tim Baggott, creative director at Amplify said: “By surfacing the attention to detail that goes into even the incidental food found in gaming universes, we hope to give new audiences a flavour of the rich, immersive worlds and stories, found only on PlayStation. We hope people will feel the genuine sense of play that was present throughout the entire process.”

Poem has worked closely with Amplify and PlayStation Australia to earn attention for the campaign via comms strategy, influencer, social media and event support.  

PlayStation to Plate, kicks off Amplify’s relationship with PlayStation in Australia.  The campaign was delivered in collaboration with Poem who delivered all comms, PR and social. 

Patrick Lagana, director of marketing at PlayStation Australia said: “We wanted to create an unmissable moment that cuts through culture and celebrates play in an irreverent way that only PlayStation can do. It’s been exciting to bring the worlds of Uncharted, The Last of Us Part II, and Ratchet & Clank: Rift Apart, to life and experience in a whole new way. With PlayStation to Plate we’ve brought the virtual into reality and shown that play has no limits, on the console and on the plate.”

PlayStation To Plate meals will be available from 3rd December to 13th December for order in all participating restaurants and online through Deliveroo. All content will live across PlayStation Australia social channels and partnering restaurant social channels. Paid media will live across Facebook, Instagram and Twitter, managed by media agency MediaCom. 

Brand
Media
SIGN UP FOR OUR NEWSLETTER
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0