Because video games are interactive by nature, live experiences are the ideal way to showcase updates, hands-on demos, sneak previews and exclusive content. Square Enix had some exciting, long-anticipated announcements to share and needed a proactive partner to create and execute immersive experiences that would generate buzz and amp up the media, industry insiders, dedicated fans and the greater gaming community.
Because of our holistic approach to solving client challenges, we understood that the live events needed to go deeper than the games themselves—the events needed to solidify Square Enix’s reputation for consistent quality, great storytelling and fierce attention to detail. The environments and experiences we designed would have to exceed the expectations of a demanding and obsessive audience and provide ample reasons for organic, audience-generated buzz.
For the press tour, we immersed attendees in the world of Shadowbringers, the latest Final Fantasy XIV Online expansion pack, by reimagining the city of Eulmore at this particular venue. We used luxe ‘burlesque Victorian’ touches like candelabras, velvet drapes, custom linens and furniture to make attendees feel as if they were inside the game itself. With an exclusive presentation from game Director and Producer Naoki Yoshida and a world-first opportunity to play the game, attendees had lots of excitement to share with fellow gamers.
For a brand activation that would travel to major media- and consumer-attended conferences including E3, Comic-Con and PAX, we needed to create an experience that delivered maximum impact right off the bat. We created an interactive, sharable lobby activation featuring a to-scale replica of the Hardy Daytona from FINAL FANTASY VII REMAKE. A curved backdrop featuring game graphics and a custom-built freeway ramp drew all eyes to the motorbike and the immersive 180-degree photo opp in which attendees could pose on the bike and receive a sharable gif.
Our holistic approach and extensive experience creating and producing immersive branded events gave us the perspective needed to execute experiences that deeply connected with the audience, ensuring our client’s business objectives were met. Square Enix’s press tour generated substantial interest and impressions across the media --from industry platforms to social media. Over three days, the E3 booth attracted thousands of people who were excited to pose with the Hardy Daytona and share their experience on social media. In the gaming world, there’s no better endorsement for a brand than a genuine excited post from a fellow fan.