Product Launch: Playstation Vita Rooms - Sony creates buzz for launch of Vita console.

Pop-up experiences in London, Manchester and Glasgow helped the gaming giant put its latest innovation where it needed to be - in people's hands.

What was the event? A week-long experiential drive to raise awareness around the European launch of Sony's latest handheld gaming console, the PlayStation Vita (from 16-23 February). Agency Amplify was brought in to come up with a concept that would not only generate PR and media coverage around the device, but also allow fans to try it out and encourage pre-orders prior to its release on 22 February.

How was the brief met? Amplify took over a disused shop on London's Oxford Street and turned it into the PlayStation Vita Rooms - an exclusively branded space that was split over two levels. The ground level was used to house a series of modular booths with consoles on …