Activision|Blizzard Present as Unified Brand at E3
For the first time at E3, Activision|Blizzard presented as a unified brand to reinforce itself as a true entertainment leader. The objective was to develop one brand experience and marquee billing of four game titles by transforming a space into an unprecedented, 4D event that attracted attendees and immersed them into the world of each game. The 17,000-square-foot space integrated first-class theatrical and technical production that took attendees on a jaw-dropping thrill ride and literally rocked the house. Dedicated spaces for each game offered a specialized experience, true to the game and its needs, while adhering to the Activision|Blizzard brand. Through a partnership with DirectTV, mainstream consumers could preview content shared with attendees through the “Call of Duty: Ghosts All Access” broadcast.
An immersive 190-degree, 122-foot by 22-foot curved screen, the largest stand-alone theater ever created in L.A. Convention Center history, drew attendees into the Activision|Blizzard world. Twenty-four 400-pound Barco projectors custom-mapped to the screen played uniquely choreographed shows for each of the four titles. The theater lit up into “attract” mode minutes before each show; “show” mode effects such as rumbling floors, wind and smoke enhanced the experience for each game. Attendees interacted with the titles via hands-on gameplay or guided demos in four dedicated areas.
The 4D experience, private screenings, social media interactives and concierge-style reservations created a branded entertainment destination and a launch pad for sell-in through retail channels with all increasing in commitment. Consumer pre-orders increased 232 percent.