PlayStation NZ delivers Sky Striking Activation on Auckland’s Sky Tower via EssenseMediacom NZ

PlayStation NZ has successfully executed a landmark activation taking brand engagement to new heights with their Sky Striker activation at Auckland’s iconic Sky Tower via GroupM media agency EssenceMediacom.

 

On the night of 21st November, over 400 people experienced the immersive, high-energy event, offering a unique opportunity for PlayStation to further cement its position as a leader in entertainment innovation.

For the first time, the Sky Tower was transformed into a playable landmark, creating a one-night-only event that combined cutting-edge technology, dynamic lighting, and the brand’s commitment to delivering unforgettable experiences.

The experience, inspired by classic fairground strength tests, allowed participants to engage with interactive laser and lighting effects, triggering real-time displays on the Sky Tower itself.

Krister Robinson, Head of Marketing for PlayStation NZ, reflected on the success of the activation: “We’re thrilled with the response to Sky Striker. We knew this would be big but it’s gone beyond our expectations. As a team we wanted to take play to another level and to show how fun life can be when you take play seriously.”

The team at Lets Play Live led the technical display, “Our brief was to take play to new heights and to say that was achieved is an understatement.

“With hundreds of participants who helped us light up the Sky Tower, you can say it took a village. And we’re proud to have played a part in this historic moment,” says Lets Play Live’s Founder, Duane Mutu.

Hosted by Ben Boyce and accompanied by DJ Spence’s live beats, the activation drew participants from all over Auckland, some arriving as early as 3:00 PM, eager to join the fun and challenge themselves in the Sky Striker strength test.

EssenceMediacom developed the hero media activation as part of PlayStation’s latest brand campaign, which also ran across; digital, OOH, cinema and AV.

GroupM NZ CEO John Halpin says: “We are so proud to have brought this breakthrough media activation to life for PlayStation in Auckland’s iconic Sky Tower creating a unique experience for fans. It’s a true example of groundbreaking media that pushes the boundaries of what’s possible in marketing to connect brands with consumers in engaging and non-traditional ways.”

Eleven PR collaborated with social creators including William Waiirua and Caio Monte Negro to curate content that enticed Aucklanders down on the night to participate and literally light up the Sky Tower.

PlayStation and their team’s ability to blend gaming, technology, and real-world activation to drive deep consumer engagement has once again proved successful. Through strategic partnerships, a live event, and an exclusive activation, they have transcended conventional play, crafting a memorable and immersive experience for fans.

Brand: PlayStation
Location Partner: SkyCity
Media Agency: EssenseMediacom NZ
Technical Leads: Lets Play Live
Lighting Leads: Soul Storm Laser
PR and Influencer Agency: Eleven PR