Recap of experiential marketing project executed by Ray Dennis that included production and daily management of a two-month pop-up store for the launch of the PlayStation Move motion control gaming device.

1. PlayStation Move Pop-Up
Produced by Ray Dennis

2. PlayStation Move Pop-Up Store Recap
Produced by Ray Dennis
The Project
I produced one of four pop-up stores to
launch Sony’s Playstation Move motion
control product on a freelance basis. The
purpose of this experiential marketing
activation was to provide PS Move demos
to moms, teens and families on 36 PS3s
that were mounted on kiosks throughout
the event space.
My pop-up was located on the 3rd Street
Promenade in Santa Monica, CA in a retail
space that was previously a Restoration
Hardware store and my team consistently
surpassed all of our stated goals and
objectives.

3. PlayStation Move Pop-Up Store Recap
Produced by Ray Dennis
Project Overview
• The Santa Monica location provided a high level of exposure
to influential consumers that live and work in the Santa
Monica and West L.A. area, e.g. Bob Hirshberg, CEO
Activision, came by unannounced on a Sunday afternoon
with his two small sons
• Many visitors who work in media and entertainment spread
the word to their families friends and co-workers
• The Team established a strong rapport with local residents,
professionals and employees from 3r Street Promenade
businesses
• We positively impacted the local Santa Monica community
by providing a safe, fun, destination for families and teens to
enjoy on multiple occasions

4. PlayStation Move Pop-Up Store Recap
Produced by Ray Dennis
My Deliverables
• Staff Management & Training
• Team Leadership
• Set-up
• Site Management
• Liaison with Building Owner
• Operations Management
• Hourly Attendee Head Count
• Daily Reporting
• Partnership & Promotion Activation
• Consumer Engagement
• Contest Coordination & Fulfillment
• V.I.P. Influencer Hospitality
• Talent Coordination
• On-Site Media Relations
• Break Down
• Recap

5. PlayStation Move Pop-Up Store Recap
Produced by Ray Dennis
Activation
1. Premium Incented Data Capture
2. Collateral Distribution
3. On-Site eCommerce Sales Activation via
Game Stop Lounge/Partnership
4. Foursquare Activation
5. Sony Bloggie Video Camera Demos & Integration

6. PlayStation Move Pop-Up Store Recap
Produced by Ray Dennis
Game Stop eCommerce Lounge

7. PlayStation Move Pop-Up Store Recap
Produced by Ray Dennis
The Team

8. PlayStation Move Pop-Up Store Recap
Produced by Ray Dennis
43,694
Attendees
16,454
Participants
26,716
Engagements
Results
Approximately 26,716 consumers played
Playstation Move at the Santa Monica pop-up
over the course of the 52 day promotion which
was an average of 552 consumer engagements
per day.
Approximately 16,454 consumers watched
and/or participated but didn’t play PlayStation
Move and a total of 43,694 attended the
promotion overall (Not including special events).

9. PlayStation Move Pop-Up Store Recap
Produced by Ray Dennis
Moms & Families
One of the most significant
results of the project was
leading the team to
meet/surpass our goal of
engaging mom’s which was
one of the Program’s key
objectives due to the
influence mom’s have on
household buying decisions
that affect kids/family.

10. PlayStation Move Pop-Up Store Recap
Produced by Ray Dennis
Moms & Families
Our success with moms and families
included:
• In-depth engagements & tutorials
• Contesting & family competitions
• On-site purchases in the Move
Lounge

11. PlayStation Move Pop-Up Store Recap
Produced by Ray Dennis
Teens
The pop-up became a popular
destination for local teens, the other
key demographic for the Program.
There was a concentration of teens
that attend the following local
schools: Santa Monica High, St.
Monicas Catholic High School,
Palisades High and Santa Monica
College.

12. PlayStation Move Pop-Up Store Recap
Produced by Ray Dennis
Teens
Our success with teens included:
• Many repeat attendees
• The space became a cool ‘hang out’
• Participation in contests & tournaments
• Participation in the teen text program
• Teens returned with parents

13. PlayStation Move Pop-Up Store Recap
Produced by Ray Dennis
Teens

14. PlayStation Move Pop-Up Store Recap
Produced by Ray Dennis
Tourists
Approximately 25% of our guests
were international travelers.
Australia represented the largest
percentage of the tourist s that
visited the shop (Approximately
30%) followed by the U.K. ,
Germany and Brazil. Many of the
international travelers were huge
PlayStation fans and existing PS3
owners.

15. PlayStation Move Pop-Up Store Recap
Produced by Ray Dennis
Business Community
The shop was also well attended by professionals from
the local Santa Monica area business community which
has a significant concentration of companies in
entertainment, gaming, technology and advertising.
There was consistent flow of young professionals
(Males 22-34) during lunch breaks that competed in
contests for “bragging rights” back at the office.

16. PlayStation Move Pop-Up Store Recap
Produced by Ray Dennis
Special Guests
We had several special guests visit the pop-up. Most of them just happened to be in the area:
1. Allen Payne (The House of Payne, TBS)
2. Eric Hirshberg (CEO, Activision ; Former Managing Director, Deutsch LA)
3. Clark Gregg (The New Adventures of Old Christine, CBS)
4. Denise Richards (Blue Mountain State, Spike)
5. Jo Garcia (Gamer Next Door)
6. Tommy Tallarico (Video Game Icon, Composer & Musician)
7. Stacey Dash (Single Ladies, Clueless)

17. PlayStation Move Pop-Up Store Recap
Produced by Ray Dennis
Influencer Events
I coordinated use of the space
for influencer events including
client cocktail parties for Sony
Cierge and SBE Entertainment
(Greystone Manor, Katsuya,
SLS Hotel, etc.) and Avion
Tequila.
Activation included PlayStation
Move demos, tournaments
and contests with such game
titles as SingStar Dance and
Gladiator Duel coordinated by
my team.

18. PlayStation Move Pop-Up Store Recap
Produced by Ray Dennis
Profile
Ray Dennis is seasoned marketing executive
with an established track record of developing
successful consumer marketing programs, and
partnerships for such clients as: American
Express, Buick, Cadillac, Coors Light, Crown
Royal, Fox, General Motors, Hewlett-Packard,
Infiniti, LA Clippers, McDonald's, Moet
Hennessy, P&G, Pepsi, Sprint and Warner Bros.
Pictures.
Contact
(310) 663-7078
ray@raydennis.net
http://www.linkedin.com/in/raydennis