SONY PLAYSTATION

PlayStation Underground became a must-join club rather than a direct mail list, building a customer experience around exclusivity and interactivity.

 

For game launches, I developed highly customized mailers: a split-personality postcard for Arc the Lad, a SOCOM die-cut revealing a soldier on his couch, and a fake liability waiver for ATV Offroad Fury. This approach ensured high engagement and brand loyalty, proving that direct mail can be just as exciting as the games themselves.