Research shows that once customers engage with Singstar they become passionate fans. The aim of the activity was to deliver an intense experience to create a word of mouth press story, and turn spectators in to players. A modular set was designed to create three 4m x 4m mobile studios themed to specific music genres – Rock legends, R&B Divas, Pop classics. Booking via Myspace, fans were treated to a VIP makeover experience, and the chance to go wild with Singstar in a pre-booked studio.
Up to 1,000 people per day experienced the Singstar studios over a 60 day activation period. The transportable set was taken to The Music Rooms in Bond Street, a blank canvass venue in Manchester and The O2 Arena. Singstar continues to be one of Sony’s leading games titles.