Launch P!nk PSP to young female demographic
Communicate broader entertainment proposition
Drive online traffic (PSP web page)
Association with a global superstar
Limited edition P!nk PSP
Exclusive content: Videos, concert footage, gaming
Webisodes: Tour diary, weekly episodes online
All content accessed via download voucher online
Product placement video
Raised female sales ratio significantly
Limited edition PSP sold out in 4 weeks
More than doubled online traffic
Proved artist brand fit and aided recognition
