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Road to Wembley - UEFA Champions League Final
PlayStation + Amplify brings unexpected play to the UEFA Champions League Festival...
Challenge
Amplify were challenged to show up in football culture through unexpected moments of Play. Through the brand’s long-standing partnership with the UEFA Champions League, we looked to create an experience that integrated the PlayStation brand and IP in a way that was playful, interactive and shareable.
Insight + Strategy
We wanted to disrupt the usual expectations for a fan zone event to celebrate the official partnership by bringing new forms of play that merged the worlds of PlayStation and UEFA. In turn, we captured the imagination of fans, new and old by creating an experience that brings the best of PlayStation IP into an entirely new format.
PlayStation’s own Captain Astro became our pioneer and conduit for unexpected play across London as we embraced the crossover nature of the character as they traverse new worlds and encounter beloved characters and moments from across PlayStation history.
Solution
Road to Wembley - UEFA Champions League Final
Across London, we brought out-of-this-world moments of play. Each inspired by the fan favourite game Astro Bot and designed to get PlayStation and UEFA fans excited to experience beloved IP in a new way.
Trafalgar Square became home to our centrepiece for the campaign, a giant pinball machine that scaled the height of a London double-decker bus.
Fans were invited to step up to the podium, grab the PS5 dualsense controller and launch the game into action. As with all great pinball games, ours had a story… ‘The Road to Wembley’ became the backdrop, with Astro fighting his way across the playfield to collect enough coins to reach the Final.
As the ball catapults itself over the Wembley arch and hits the playfield, fast-fingered players start collecting points – easter eggs to epic PlayStation titles like Horizon, God of War and Gran Turismo unlocked bonus points.
The highest scorer each day won tickets to the UEFA Champions League live final or PS5 bundles – with stakes so high, it took the coolest players who had studied the game and showed flare to win.
Merging innovative technology, and engineering ingenuity we assembled a fully functioning game on a scale like no other – capturing the imagination of fans and allowing them to step into the PlayStation world.
Around the city, other moments from Astro’s world appear – with an oversized claw-grabbing machine and a large-scale freeze-frame statue of Captain Astro and the NPCs fighting for the UEFA ball.
Every location told an interconnected story and elevated what fans and brands come to expect from fan zone events - sparking imagination and building brand love.
1
London unexpected play takeover, with the help of Captain Astro
4
Live Days
3
Innovative Builds
1300
Game Plays
10x
Lucky winners won EUFA Champions League Final Tickets