In 2013, I was asked, as a member of a team of 10 people, to react in real time about sport events, 1 month before the launch of the PS4. The idea was to occupy social network with a visual presence of the brand.
During this month we did a lot of social content, based and results of different events like soccer, rugby, F1 and more. Brainstorming an crafting right after the event, (witch means late at night sometimes, due to location.)
For those two visuals (below) we printed ads on popular french newspaper (Libération). Spreading the word even further. We naturally swept from sport events to the PS4 launch (wich is pretty easy, games on Playstation are handling pretty much everything).