Blizzard Releases StarCraft II in a Gamer's Theme Park - Event Marketer

Blizzard Releases StarCraft II in a Gamer’s Theme Park

DB_Blizzard_Ex 2008
Brand: BLIZZARD ENTERTAINMENT
Agency: CHEIL COMMUNICATIONS
Awards: EX AWARDS — BEST PRODUCTION OF AN EVENT (CONSUMER)
Year: 2008

The official unveiling of StarCraft II by Blizzard Entertainment needed to live up to the excitement surrounding its much-anticipated release. At the 2007 Blizzard Worldwide Invitational, the stage was set for a memorable debut. The event was designed like an indoor amusement park with different themed areas set up for gamers to explore.

The StarCraft release kicked off the event in the Olympic Gymnastics Arena in Seoul, where attendees were first treated to a Starcraft II trailer displayed on jumbo screens. The official announcement was then broadcast live via cable television. Afterward several Korean pop stars entertained the crowd. Then attendees were invited to play matches with each other while panel discussions
and press conferences took place throughout the theater. A Blizzard costume play was a big part of the festivities, and a group of game developers signed autographs as well.

For added excitement attendees could ride a hot air balloon tethered a few hundred feet off the ground, or hop around in a bungee pit. (It’s an indoor version of bungee jumping, with a trampoline set up about three feet into a six-foot pit.) The indoor amusement park included a World of Warcraft arena battle, Training Elekks rodeo game, Guard the Ironforge shooting ball game and Firm Alliance piling columns game.

The target audience was Blizzard fans, press, and potential users, and the event mobilized hundreds of journalists who came from all parts of the world, as well as tens of thousands of spectators. A total of 50,000 people participated.

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