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
