SingStar Case studyBy VerticPortals

Interactive agency VerticPortals had been asked by Sony PlayStation to grow the SingStar game’s customer base through an online solution. Based on our experience in social media integration, we created a concept that would leverage a Facebook Connect application to engage existing and new players.

The result was a tremendous success for PlayStation and the SingStar brand. The usage of a social networking platform – in this case Facebook - resonated with the target audience as the perfect medium through which to communicate SingStar’s preferred image as ‘social’ game played amongst friends.

The principal barrier for the target audience trying SingStar was identified as the fear of singing live. An online support mechanism was needed to aid first-timers through this step and on their way to singing superstardom.

VerticPortals created persona descriptions of the two target audiences for the online campaign. These personas were ultimately split into two separate groups, Initiators & Ambassadors who loves to sing and Potential Participators who is watching and can’t decide whether to join in or not.

Initiators & Ambassadors Potential Participators

The concept for the online activities was based around celebrating music, breaking down barriers of unease and that everybody – no matter how good or bad they are as singers – can sing with SingStar.

A key aspect of making the site social was to have a smooth integration with social media, and for this VerticPortals used Facebook Connect. It empowers the user to easily involve their friends in their personal online browsing session.

Moving a simple scrolling bar allowed the users to segment themselves according to their previous experience of playing SingStar. This was a key method of breaking down the first-time fear’ barrier as there were hints and tips for first-timers to make sure they stood up to the challenge.

After the event the SingStar site connected with all those who had participated at the party. Users were prompted to upload their photos, which could then be edited and tagged, as well as give awards for best – and worst – participants’ singing abilities.

VerticPortals is an interactive agency with offices in Copenhagen, New York and Bangkok.

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