TheoryCraftMarketing - Digital Marketing & Creative Agency

PLAYSTATION SCHOOL'S CUP

Promoting FIFA on PlayStation to School Kids Through Football Stars, Digital Media, and Grassroots Activations

THE BRIEF

Sony approached us to support the release of the latest FIFA game on PlayStation through a digital and PR backed campaign that complemented their grassroots football activations. The goal was to promote PlayStation to a younger audience - particularly school children - by leveraging popular footballers, community engagement, and targeted digital media to boost excitement and brand connection.

THE GAME

PLAN

We delivered an integrated campaign combining targeted digital media with impactful offline activations. To complement the digital push, we partnered with Premier League footballers and brought the PlayStation x FIFA experience directly into schools. These in-person events featured Q&A sessions, interactive activities, and gameplay stations - creating unforgettable moments for students and reinforcing the brand in a meaningful way. Simultaneously, we ran digital ads across youth-focused platforms like Snapchat and and Instagram, amplifying the reach of the offline activations and driving broader engagement with PlayStation and FIFA. The campaign culminated at the prestigious PlayStation Schools’ Cup Finals held at large scale stadiums around the UK and commentated by the famous broadcaster Clive Tyldesley (as featured in FIFA), bringing together schools from across the country who had taken part in the activations. This large-scale tournament gave students the chance to compete on a professional stage - both on the pitch and in FIFA matches - creating a truly memorable experience. The finals served as the perfect finale to the campaign, blending grassroots football with gaming culture, and reinforcing PlayStation’s commitment to youth engagement, sport, and community.

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THE

PERFORMANCE

The campaign drove significant engagement from younger demographics, with high video view rates and strong social media interaction.

Brand sentiment around PlayStation increased notably among the target group, with a clear uplift in association between PlayStation and football culture.

Digital media effectively amplified the offline activations, creating a unified, high-impact campaign that helped position PlayStation as the go-to platform for young FIFA fans.

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