TikTok, Meta, YouTube
Working with Creators
IRL Activation

The ask
Create awareness around PlayStation as a key partner to the Women’s and Men’s tournaments through Creator-led social and event activations.

The answer
The Road to San Mames series built up to the final in Bilbao, tapping UWCL players from Barcelona, Manchester City, Chelsea and Manchester United to challenge each other in different ‘play’.

The series saw players competing over PlayStation classics and quickfire questions during the tournament group stages. During the final, we had player talent on the ground to captain two teams of creators from around the globe in the PlayStation Cup held at San Mames stadium the day after the final.