CAMPAIGN: SEGA Launch of Metaphor ReFantazio
CLIENT: SEGA OF AMERICA
AGENCY: 2Heads
SEGA & 2HEADS CRAFT AN UNFORGETTABLE FAN EXPERIENCE IN LA
SEGA and ATLUS challenged us to promote their latest content ‘Metaphor: ReFantazio’ in a way that would stop 30,000 Anime Expo guests in their tracks and convert them into passionate advocates ahead of the game’s imminent launch. Our answer was a 3,000 sq ft, fully themed immersion anchored by a 25-ft-tall inflatable replica of Metaphor’s signature craft, the Gauntlet Runner, a first-ever real-world build that soared above the show floor and became the unofficial icon of the entire convention.
Immersion that Drives Traffic
The Gauntlet Runner did more than turn heads; it served as the gateway to a meticulously crafted, multi-sensory journey. Inside the structure, fans entered the game-world and became one of the first to play the live demo. Surrounding them, animated LED backdrops, custom audio beds, and architecture blurred the line between physical and digital, transforming a standard hands-on demo into a cinematic event.
Engagement Engineered for Shareability
Photo moments were engineered, not left to chance. Dynamic green-screen stages pulled featured real-time gameplay assets so fans could step into their character builds and walk away with instantly shareable images. In parallel, professional cosplayers portraying Vengeance’s Qadistu hosted 2,000+ meet-and-greets, fueling an organic social surge that drove #MetaphorReFantazio to trend across X and TikTok throughout the weekend.
Retail Meets Storytelling
Adjacent to gameplay, we launched a Shopify-integrated retail hub that mirrored the Gauntlet’s design language. Interactive queue screens previewed inventory in real time, converting wait time into shopping time and eliminating out-of-stock frustration. The result: 5,000 units sold, a 32% attach rate, and zero abandoned baskets.
Precision Production, Zero Compromise
Bringing the Gauntlet Runner to life required true architectural ingenuity. Fabricated by the only vendor globally capable of achieving its complex geometry, the inflatable arrived after a trans-Pacific sprint that demanded three contingency freight plans and overnight customs clearing. The structure met ASTM safety standards, was weight-rated for Los Angeles wind loads, and inflated in under 15 minutes, critical for Expo’s narrow install window.
Measurable Impact
- Attendance Draw: 9-minute average dwell time; double the hall benchmark.
- Demo Conversion: 87% of players opted-in for launch alerts.
- Earned Media: 23M impressions, including IGN, Kotaku, and GameSpot.
- Sales Lift: Merchandise revenue exceeded forecast by 40%.
- Client Satisfaction: SEGA named the activation its “most effective North American consumer event ever.”
Why It Worked
1. Iconic Architecture: The Gauntlet Runner delivered instant brand recognition and an elevated sense of scale seldom seen in consumer gaming activations.
2. Seamless Narrative Flow: Every touchpoint, from entry queue to exit retail, reinforced the game’s lore, sustaining immersion and guiding guests toward clear KPIs.
3. Tech-Forward Personalization: Real-time content generation turned every fan into a co-creator, amplifying reach while deepening emotional connection.
4. Operational Excellence: Rigorous cross-functional planning neutralized supply chain and installation risks, allowing creative ambition to shine without compromise.
Takeaway for Event Leaders
Spectacular form must be backed by bulletproof logistics and measurable outcomes. By merging theatrical design with data-driven retail and social mechanics, we converted spectacle into pipeline, loyalty, and revenue, proving that great experiential work doesn’t just look good; it performs.
Testimonial
We were thrilled to be able to create immersive experiences for fans at Anime Expo this year, including a very prominent inflatable Gauntlet Runner ship which housed playable game demos as well as an 11’ tall Seeker Statue for SEGA’s new IP, Metaphor: ReFantazio. 2Heads’ creativity, nimbleness and collaborative approach were essential in bringing our vision to life, allowing fans to interact with the characters and worlds from our games on a new level.
—Genna Hardeman, Director, First Party & Events Marketing at Sega of America, Inc
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Featured image credit: Visual Generation
