Alienware Launch Event Features Gaming Battles - Event Marketer

Alienware Launch Event Features Gaming Battles

DB_Silver_Alienware_2014 Ex
Brand: ALIENWARE
Agency: THE PARTICIPATION AGENCY
Awards: EX AWARDS — BEST PRODUCTION OF AN EVENT (CONSUMER)
Year: 2014

Alienware fans are no strangers to gaming. Active gamers play video games a few times a week and have additional interests around computing, music and creative production. The Alienware Landing Tour tapped into these interests in eight markets, showcasing the power of its newest gaming system, the X51, and its creative functions that gamers can use in their daily lives.

Each stop on The Landing Tour featured small-scale lead-ups in strategic locations and a main event that consisted of a micro-battle between four gamers, 10 X51 gaming stations for casual play, headlining djs spinning on Alienware laptops and an immersive living room set up for gamers to imagine the X51 in their homes. Local markets could request the addition of a Photoshop station and merchandise booth.

Landing Tour main events showcased the power and speed of the X51 while lighting, lasers and smoke machines added a nightlife vibe. All tour assets were custom designed and fabricated, including a dj booth, a live social media streaming wall, 10 stand-up gaming vanity units, a “lollipop” internally lit sign, custom seating in geometric modular blocks, two main gaming stages with recessed flat-screen walls, two custom microsites, merchandise and iron-on patch giveaways and tour posters for each city. As the night closed and the winner was crowned, guests then battled with the champion in a King of the Hill-style playoff. Each guest left having experienced the X51 gaming system first-hand.

Each event exceeded expectations in terms of attendees, custom website traffic, digital swag numbers and social media posts.

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