Challenge ::
How do you stand out at an extremely noisy, cluttered and competitive event?
Consumer Connections Approach ::
We needed to re-energize the core and get them buzzing about the game so there would be increased anticipation for it’s release. The goal was to let people experience Middle Earth like they never had before. We secured prime real estate around the convention center and had a one-night only event where people had to be invited to join the fight. An immersive experience was created so that fans could feel like they were part of the story. The main evil character Sauron was literally brought to life and interacted directly with the crowd – even giving each of them a personal phone call to warn them of their impending doom.
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