EA Packs Gameplay, Green Screen into a Mobile Hub
Electronic Arts wanted to take high-def video game sampling beyond the standard retail and shopping mall experiences. So was born The Hub, an 18-wheel mobile tour that EA took to music festivals, community events, sporting matches and theme parks throughout the UK and Ireland last summer.
The Hub was based on a tri-axle step framed chassis, riding on air suspension and containing two sliding hydraulic pods extending from the front and back to create an interior of more than 175 square feet. The internal rib archway design made sure the space wasn’t boxy and gave it flexibility.
A glass front attracted people into the space, and once inside visitors found themselves in a large central tournament area with a 70-inch HD Sony screen and a curved, branded, back-lit bench, where tournament gamers played the latest Xbox 360 or PS3 EA titles. Inside, 19 individual gaming stations were ready for play. An additional 30-inch Sony Bravia showed a constant trailer loop advertising upcoming EA games. Changeable LED lights created different moods—changing the color of the Hub interior to suit a local soccer team or reflect a festival’s color palette.
The Get in the Game green screen photo activation used a camera mounted in the ceiling of the Hub to take photos of guests behind a green screen, which allowed them to place themselves inside the action of one of several EA games.
Consumers were incentivised to hand over personal information through the distribution of EA goody bags that included a light-up pen, t-shirt, gaming guide, M&Ms and a demo disc—prepacked and stored in the Hub’s ample storage spaces. When rain fell (which it did very often during the soggy summer!) the team gave out EA-branded umbrellas.