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PlayStation Schools’ Cup Festival experiential

Friday May 22, 2015 at 3:04pm
The 2015 PlayStation Schools’ Cup Festival took place at Reading FC’s Madejski Stadium this week, backed with a range of experiential activations. Some of England’s best young footballing talent took to the pitch while players and supporters alike were able to get hands-on with the latest PlayStation consoles and games. The PlayStation School’s Cup Festival is a partnership between PlayStation and the English Schools’ Football Association (ESFA), and was set up to inspire young athletes and boost grassroots football. The three-day football event was the culmination of a seven-month long series of games, with 15 finals matches from U12-U15 boys’ and girls’ teams taking place. Brand experience specialist Circle Agency worked with PR agency HPS Jardine to activate the festival ensuring athletes and supporters had an experience they will never forget. Players and supporters were greeted by 15 Circle-trained brand ambassadors, with PlayStation gaming pods on the concourse showcasing the latest gaming titles. Match activation included foam hands, bam bam sticks and t-shirt canons. PlayStation 4 consoles were prizes for a range of activities including crossbar challenges and a newly-added social media element, the #SchoolsCupSelfie. Players and supporters submitted their entries via Twitter and Instagram with the best winning the prize for each day of the tournament. Claire Stokes, MD and founder of Circle Agency, says: “ESFA and PlayStation attract a host of star football talent and this year we welcomed Aaron Ramsey and Andros Townsend who gave out medals, tried their luck on the latest PS4 games and signed autographs for the fans.” 2015 also saw the addition of live streaming, with 5,000 viewers tuning in each day to the multi-camera HD coverage and professional commentary on the PlayStation Schools’ Cup website and YouTube channel. Fergal Gara, Sony Computer Entertainment UK Managing Director, comments: “We are so pleased at the impact our partnership with the ESFA has had on grassroots football. The aim has been to provide more children with a competitive platform to showcase their skills and a give them a chance to experience the pride of representing their schools in a national competition. We also wanted this to be an unforgettable experience for supporters too. Away from the on-the-pitch action there was a number of activities for them to enjoy.”
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