Sony – PlayStation
PlayStation, a Presenting Partner of FISE 2000, made a return in 2011 on the FISE Xperience Series tour and at FISE Montpellier. Sony wanted to address young adults and aimed for the games console to move from toy to mainstream entertainment.
To achieve one of Sony’s goals, the challenge was to create and deploy an innovative sports concept at the heart of FISE events – and the PlayStation High Air Contest was born.
This sporting ‘high jump’ competition took place in front of a graduated PlayStation tower. To great audience applause, every BMX and Roller athlete tried to make the highest jump.
It was guaranteed to go viral!