Magnet 84

Magnet 84

Welcome to another edition of Magnet. This week we’re discussing a clever PS5 campaign, Nike and Tiffany’s teasing a collaboration and the uses of ChatGPT.

Enjoy!

ChatGPT explores subscription fee

AI chatbot ChatGPT is trialling a $20 (£16) a month subscription fee for users in the US, as creator OpenAI seeks to “refine and expand” the experience.ChatGPT is a natural language processing tool driven by AI technology that allows you to have human-like conversations and much more with a chatbot. The language model can answer questions, and assist you with tasks such as composing emails, essays, and code

Known as ChatGPT Plus, the subscription service will offer members general access to the conversational AI chatbot during peak times, faster response times and priority access to new features and improvements.

The company says it will begin inviting people from its waiting list to join over the coming weeks, with plans in place to expand access to the subscription service beyond the US to other countries and regions. OpenAI says it is also exploring options for lower-cost plans, business plans and “data packs”.

The company will continue to offer free access to ChatGPT, claiming that offering subscription pricing will help support free access for as many people as possible.

The company reports that since the system launched in November it has already seen users utilising ChatGPT for drafting and editing content, brainstorming ideas and learning about new topics. While the company is yet to release any further user data, OpenAI CEO Sam Altman tweeted within days of launch to confirm the service had been used more than 1 million times.

Campaigns: Sony

Sony Interactive Entertainment has embarked on a global campaign to invite new players to the PlayStation 5 platform, after overcoming console availability issues, due to many factors.

Brought together by Adam & Eve/DDB and its production unit, Cain & Abel, #LiveFromPS5 turns to some of PlayStation's better-known PS5 games. Spoofing a breaking-news channel, the creative flicks through various news stories – Spider-Man capturing criminals in New York, Horizon Forbidden West's Aloy rediscovering ancient lands and two eikons – creatures from Final Fantasy XVI – colliding in battle.

The newsreader tells viewers that "Experts are linking all these events to an increase in activity on PS5", alluding to the spike PlayStation expects now that there are more consoles to go around. But what’s clever about this campaign is not only is there just the creative for TV/VOD, but there are guerilla marketing installations to go along with it; showcasing the importance of integrated and full concept marketing.

Nike and Tiffany & Co….a collab?

Both Nike and Tiffany posted photos to the social media platform of a Nike shoebox in the luxury jewellery brand’s signature blue. The image bears the text “A Legendary Pair”. The collaboration between the two brands had been rumoured for some time.

Tiffany has been shaking up its marketing presence since it was acquired by Louis Vuitton owner LVMH in 2021. Since then, the brand has been appealing to a more youthful audience through moves like enlisting Beyonce and Jay-Z for an ad campaign and collaborating with clothing brand Supreme.

In its recent trading update, LVMH called 2022 a “record year” for the jewellery brand driven by “increased desirability”.

Collaborations are also a staple of Nike’s marketing playbook. It has collaborated with athletes and celebrities, as well as brands as diverse as Louis Vuitton and Ben and Jerry’s.