GUITAR HERO LIVE: THE AMP
​
> Concept, delivery
> Agency: Sense Marketing
​
“It’s about to get real” was the guiding mantra of the new Guitar Hero Live game, which for the first time incorporated a real band, performing to real crowds, with real reactions. Storm it, and you’ll crowd-surf. Suck and they’ll be chucking bottles.
​
This neatly encapsulates the marketing challenge in reintroducing Guitar Hero Live to an audience.
We had to storm. We could not suck.
​
The Amp was created from two 30ft shipping crates, double-stacked and skinned to resemble a gigantic guitar amp.
​
On the lower floor, visitors queued to play the new game prior to release and placed pre-orders.
Upstairs, visitors were cherry-picked from the line for an exclusive VIP backstage experience, complete with a drinks fridge, adoring fans, tweet-happy music journos and their own personal backstage rider.
​
The Amp toured the Summer's best music festivals and gaming events to engage and inspire a wide mix of music fans.
IPM 2016 GOLD FESTIVAL ACTIVATION
IPM 2016 SILVER EXPERIENTIAL EXECUTION
EVENT PRODUCTION AWARDS 2016 BRAND ACTIVATION OF THE YEAR
​
