Activision Delivers Interaction and Gameplay at E3
Activision tackled the massive E3 conference from three directions: Interactions outside the footprint (that ultimately drove attendees to the footprint); personalized interactions designed to address the needs of a variety of visitors (including media and VIPs); and of course, it included gameplay—a ton of hands-on gameplay.
E3 is a booming conference, filled with towering booths that compete over one another. It’s an impressive challenge to create an immersive environment that stands up against the rest. So, Activision began its experience outside the footprint. The brand activated check-in locations in high-traffic areas within the Los Angeles Convention Center tied to RFID. At the entrance, for instance, were two photo ops—life-sized recreations of in-game characters and vehicles, where RFID pushed pictures to consumers’ social media.
Within the footprint, Activision leveraged “queu-tainment.” For example, for the “Call of Duty: Advanced Warfare” experience, attendees were able to interact with soldiers from the game—real guys wearing custom fabricated exo-suits. For the “Destiny” experience, a new title for Activision, consumers in the queue were invited to play at standing gaming stations. The last stop in the queue was the briefing room, where there was a theatrical performance that included custom video, special effects and a live host who set the stage for what they were about to walk into.
Other notable exhibit elements: live greenery and interactive tree-trunk gaming stations for the “Skylanders Trap Team” title experience, a massive theater projecting in an astounding 10K on a 9980-by-2000-pixel screen, and rumbling floors, pyrotechnics, wind, light and lasers.
New this year, Activision added a second story, a 2,500-square-foot area specifically for partners, investors, industry influencers and media. The meetings rooms easily transformed into press/VIP-only hands-on gaming areas for the new “Destiny” title, and there was a larger theater for team one-on-one demos. Game. On.
Activision reported a 92 percent year-over-year increase in articles written about its presence, as well as an estimated 1.5 billion increase in impressions overall.