PlayStation paired up with Channel 4 to deliver an exclusively tailored and engineered launch campaign. KentLyons were asked to drive innovation within ad breaks and plant PS4 in the minds of viewers in the lead up to it's launch.

We were really taken with the PS4 brand truth: integration — we wanted to elaborate on this in a way that 'celebrates play' — encouraging the audience to play along live with the ads on TV.

In a format inspired by cheat-codes, viewers were asked to ‘Crack the Code’ via a purpose built HTML5 web app - Channel4.com/PS4 - using their second screen devices and posting their entry to the competition on twitter.

The live competition spots ran in the ad breaks of Agent's of SHIELD and Homeland across the weekend, including the brand new Charlie Brooker documentary How Videogames Changed the World. Also, for the first time, there was a 4OD based competition, giving time shifted viewers a chance to enter, recognising the changing ways TV is consumed.

The competition had 15,000+ entries — the estimated reach of these tweets is about 2m timelines.

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