PlayMax Campus League was a nationwide gaming IP by Sony PlayStation, designed to engage college students through competitive gaming, on-ground campus activations, and a high-energy grand finale at Comic Con. The IP ran from September 2025 to December 2025 and focused on building a strong youth gaming community while driving massive digital visibility.

I managed the end-to-end social media execution for the IP, ensuring the online presence stayed aligned with live events, gaming culture, and real-time audience behavior.

Build excitement and awareness around PlayMax Campus League

Engage college students and young gamers consistently throughout the season

Maintain real-time relevance with events, matches, and gaming trends

Drive reach and visibility for the IP at a national scale

As the Social Media Manager, I was responsible for:

Creating and managing the content calendar for the entire IP duration

Planning and executing platform-specific content strategies

Designing static creatives and story formats aligned with PlayStation’s brand identity

Posting real-time updates during matches, campus events, and key moments

Sharing gaming updates, match highlights, and announcements

Publishing behind-the-scenes and real-life updates via Instagram Stories

Coordinating with internal teams, external partners, and on-ground event teams

Ensuring smooth communication between content, design, and execution teams

Planning, executing, and optimizing paid ad campaigns

The content strategy was designed to feel dynamic, youth-focused, and event-led, ensuring the audience stayed engaged throughout the tournament lifecycle.

Tournament announcements & registration creatives

Match-day posts and real-time score updates

Gaming-focused content aligned with PlayStation titles

Campus-level highlights and player spotlights

Instagram Stories featuring live moments, crowd reactions, and BTS content

Event countdowns and hype-building posts

Grand Finale content leading up to and during Comic Con

The content calendar was regularly updated to stay in sync with live events and on-ground developments, ensuring relevance and authenticity.

Alongside organic content, I managed performance-driven ad campaigns to amplify reach and visibility.

Boosted high-performing content pieces

Targeted college students, gamers, and youth audiences

Optimized creatives based on engagement and reach metrics

Supported key milestones like registrations, qualifiers, and the grand finale

2.3 Million+ impressions generated across the IP

Strong engagement from college students and gaming communities

Consistent growth in reach throughout the campaign period

High visibility during the Comic Con Grand Finale

Successfully maintained momentum across a 4-month-long IP

Real-time content plays a critical role in event-led IPs

Coordinating closely with on-ground teams improves content authenticity

Gaming audiences respond best to timely updates and hype-driven storytelling

A flexible content calendar is essential for live events

Managing social media for PlayMax Campus League allowed me to combine strategy, creativity, and real-time execution at scale. From planning content calendars to handling live updates and paid campaigns, the project strengthened my expertise in managing large-format IPs, youth-focused brands, and event-driven social media ecosystems.

This case study reflects my ability to handle high-energy campaigns while maintaining brand consistency, performance focus, and audience engagement.