contact info todd kenman …...inner zombie hunter via a photo activation booth. the branded photos...
TRANSCRIPT
55 www.eventmarketer.com AUGUST 2012 EVENT MARKETER
CASE STUDIES OF EXCELLENCE
THE 2012 SPONSORED CONTENT
When game Activision publisher wanted to showcase upcoming titles at 2012 San Diego Comic-Con International, they turned to Ignited to design, build
and operate their 20x50-foot space. Featuring six titles in a small space required precision crowd control and a coordinated list of events to ensure the audience would leave satiated.
For THE AMAZING SPIDER-MAN, TRANSFORMERS: FALL OF CYBERTRON and TRANSFORMERS PRIME, we executed traditional cutouts, game trailers, and live demos complete with pre-order incentives and autograph signings. For the additional titles, we went beyond the basics:
THE WALKING DEAD – Visitors were invited to channel their inner zombie hunter via a photo activation booth. The branded photos were easily shared via Facebook, Twitter and blogs. Additionally, the fi rst 100 fans to pre-order the game received a ghoulish necklace of zombie ears.
007 LEGENDS – Engaged diehard Bond fans with a safe-cracking challenge that tested their knowledge of classic Bond trivia. Visitors had to answer all of the trivia questions correct in order to open the safe to win prizes and be entered into a sweepstakes to win a copy of the game.
DEADPOOL – Early Saturday we set the stage for some massive disruption by the Merc with the Mouth by “tagging” a pre-existing billboard for The Amazing Spider-Man that sat adjacent to the San Diego Convention Center. In the afternoon, as a Marvel panel, along with High Moon Studios, got underway to announce their (faux) new game Hit Monkey, a voice boomed via megaphone from the back of the room. It was none other than Deadpool himself, crashing the party and causing awesome chaos for 15 minutes. The fans went berserk. Deadpool
continued as he plastered the main booth walls with his own posters and interrupted a Bruce Campbell autograph signing for the Spider-Man game. His antics went beyond the convention center as he made appearances around downtown San Diego. In-character tweets and Facebook posts kept the momentum and energy going.
With multiple titles to promote, Ignited created an event with numerous touch points for Activision, complete with a 63-hour construction time and a 19-hour tear down. By thinking outside the booth and getting inside the head of Deadpool, we created a memorable, non-traditional event that was fully collaborative, unexpected, hilarious and, as Deadpool himself would say, “F#@*ing Sweet!”
CAMPAIGN: 2012 SAN DIEGO COMIC-CON INTERNATIONALCLIENT: ACTIVISIONAGENCY: IGNITED
CONTACT INFO
TODD [email protected]
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