From the first look, the Taiwanese brand’s two-story Acer Journey pavilion pays homage to technology and design to present the brand as forward-thinking and quickly growing.
From the outside, if you assumed it was “just” a simple, rectangular design… you’d be wrong. The structure’s exterior unfolds, opens and to reveal a stripe of LED screens that show brand messaging, invitations to come inside and video sizzles about sports and technology.
While consumers are waiting on line to get in and watching it all, brand ambassadors approach with Journey to Beyond Experience swipe cards that unlock all of the interactives throughout the experience. A quick self-registration process on an Acer tablet or computer handles an initial data-collect and then it’s straight inside for the main event.
The first floor: Every 20 minutes, the brand lets consumers in, closes the doors and begins a film full of inspirational music and iconic imagery via a 3D projection screen. The camera follows a skydiver over Big Ben and the Houses of Parliament until he opens his Acer-branded parachute and lands at Olympic Park, while a narrator tells the viewers about the thousands of Acer computers and servers and other hardware in use all around the Olympics. Click here to check out the movie. At the end, the brand’s own superhero, Acer Man (an actor), pops out of the screen and appears to take pictures with the kids (and big kids) before they begin playing with all of Acer’s products.
Once the lights come back up, the consumers are invited to begin exploring the features of the desktops, laptops, netbooks and tablets all over the room. To begin, they insert their cards into a reader at each station, and each time they do, they earn a point (best use of data-collect-triggered interactives at the Games). Once they have 100 points, they can go online and register the card there to get a chance at winning a tablet of their own.
Second floor: Upstairs is a gaming room, and the dark lighting highlights glowing screens, a giant pulsating green and black “network” discovery sphere in the center and an LED racetrack tabletop, all of which guests can interact with and play. The walls are covered with branding and a timeline of Acer’s history, but the consumers, by and large, were far more interested in earning points and playing games against one another for bonus points toward winning that tablet. All told there were more than 50 computer stations and with about 50 consumers going through every 20 minutes, plenty of consumers are going to remember Acer.