Nintendo Mixes Evanescence Concerts with Gameplay - Event Marketer

Nintendo Mixes Evanescence Concerts with Gameplay

DB_NintendoFusion_2004 Ex
Brand: NINTENDO
Agency: RELAY SPONSORSHIPS & EVENT MARKETING US CONCEPTS
Awards: EX AWARDS — BEST PROPRIETARY PROPERTY (CONSUMER)
Year: 2004

Nintendo got its game face on last summer with its first proprietary property, a traveling concert series featuring top band Evanescence.

The concert may have been the anchor, but US Concepts mixed it up with an on-site experience that mixed tunes, videogames, and lifestyle activities. The 25-market tour rolled into gear with a mobile “Nintendo Environment” housing a variety of activities inside an immersion accented by lighting schemes and gobos projecting against the fabric architecture.

All Nintendo products were there to be sampled. Staffers ran contests and games with visitors, with meet and greets and premiums offered up for winners. Nintendofusiontour.com gave info and access to content (pulling 125,000 visitors a month).

Yep, it rocked, achieving 97 percent of venue capacity (versus an anticipated 75 percent) and two-thirds of the 85,750 attendees participating in game play or product demos (versus an anticipated 25 percent).

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