Playstation is letting one of its characters run wild on its website. Sackboy, the adorable main character of the Playstation3 game LittleBIGPlanet, has taken control of the site.

In an effort to bring its ‘Play, Create, Share’ motto to life, playstation.ca is letting users interact with Sackboy online.

‘We wanted people to get a sense of who Sackboy is and why this game is based on the concept of ‘Fun Shall Overcome,” Matt Levitan, marketing and PR manager, Playstation Canada, tells MiC. ‘We thought it would be great to bring that sense of creation to our own website so gamers can learn more about LittleBIGPlanet.’

It’s part of a new Playstation campaign that includes a TV spot, an online strategy, a print execution and outdoor ads, with wraps around Playstation trucks, all converging to convey that playing LittleBIGPlanet is about having fun.

According to Levitan, the site strategy, like the game itself, is targeted outside Playstation’s usual demographic – tech-savvy enthusiasts aged 24 to 45. ‘This was the first big PS3 campaign we looked at targeting a much younger demo as well as non-gamers,’ says Levitan.

Vancouver-based Noise, Sony’s digital agency, developed the campaign concept, including interactive media units on the site. The online media buy was handled by PHD.

p>Sackboy is expected to be ‘in charge’ of the site for another six weeks.

www.playstation.ca