Make Whimsy.

A campaign of magic and enchantment.

In collaboration with Phoenix Labs, we crafted a launch campaign to stimulate buzz and promote the release of their latest game, Fae Farm, which blends farm life simulation with RPG (role-playing game) elements.

Services

Solution

Our campaign objectives were to create immersive environments and interactive moments over a series of touchpoints that generate player excitement for the game to ultimately drive sales.

The campaign kicked off at Summer Game Fest with a whimsical fruit stand, plucked right from the game’s enchanting world. Media and journalistic influencers, key to making a splash, were invited to weave their own narrative by selecting fruits to infuse into their tea—a personal touch in each cup. At the counter, a skilled barista awaited to mix their selections into a bespoke fruit tea. To cap off the experience, fans could strike a pose with their custom beverage in front of glowing fairy wings, crafting a moment of magic and an unforgettable first impression.

Building upon the brand equity garnered at Summer Game Fest, we transported the enchantment of Fae Farm to PAX West. We repurposed the fruit stand as a giveaway table at the tradeshow. It served as an entry point to our overall grand booth design that brought the game’s whimsical homestead experience to life and attracted nearly 30,000 daily attendees.

The Fae Farm booth stood out on the show floor from the surrounding high-intensity and aggressive games. It served as an escape from the maelstrom, providing a cozy lounge area with a faux fire pit that allowed visitors to bask in the simulated ambiance of all four seasons, created through a cycle of dynamic lighting. All day long, a hazer puffed smoke steadily out of the chimney, which could be seen from across the show floor, completing the ‘home-y’ feel. The booth’s allure was universal, captivating both adults and children, while standing in stark contrast to the more common adrenaline-fueled games around it.

It housed several interactive vignettes complete with thematic props. Attendees delved into an immersive cave experience. Inside, they could brandish a wand to simulate battle with ‘jumbles’ and wield a pickaxe to mine for gems. Outside of the cave, they could use a net to ‘catch’ bees circling the hive. Fans snapped personalized photos and shared their experiences on social media, amplifying the game’s presence online.

The inviting atmosphere drew fans in where they could get hands-on and play the game for the first time, before its official release. There were several Nintendo Switches arranged like rows of crops and PC consoles encircling a maypole, inviting attendees to dive into Azoria and demo Fae Farm.

The campaign’s reach extended to the Nintendo flagship store in New York City, where we brought back the iconic fairy wings photo op for the week leading up to the game’s official launch date. This initiative was directed at a broader audience, encompassing farm-sim and RPG players and a diverse group of tourists and shoppers.