The stunt, which replaced the OXO letters on the tower with the symbols on the PlayStation controller, was conceived by Fever, media agency Manning Gottlieb OMD, media installation specialist Curb Media and the Sony in-house team.
Fever claimed the activity has generated 14.3 million impressions on Twitter since pictures were released online at 11.30am yesterday. It claimed 600,000 people saw the UK PS4 launch messaging every hour at its peak.
The build was done by Talon Outdoor and Curb and it is the first time in the OXO tower’s 85-year history that any amendments have been made to the lettering on the tower.
Fever also arranged a party attended by celebrity guests at the tower to preview the PS4, which comes out on 29 November in the UK. The symbols will stay on the building until 30 November.