I had the opportunity to work behind the scenes at this year's E3 Expo, creating an activation for Ubisoft's Watch Dog fanatics. The not-yet released Watch Dogs comes out in November 2013. As such, I was one of the few to witness some great brand experiences. Three of them are outlined below:
1. Live Demo Presentation
Fans, including gaming professionals, media, and general audiences alike, are dying to get a peak of the live demo presentation at E3. Not surprisingly, there was a wait of 2.5 hours to experience the live demo with Watch Dogs producers, demo-ists, and lead game-makers in an intimate 24-seat, live demo presentation to viewers. I was excited when Steven Spielberg showed up for the demo!
2. Game Makers playing live with General Audiences
One of my personal favorite activations was Just Dance 2014. The center of the Ubisoft demo became a living installation, staging professional dancers and models in live Just Dance outfits. Ubisoft game makers also danced on stage with professional dancers, creating a stark contrast! Guess which Clippers player joined them? In my opinion, this activation made all the games, more relatable between game creators and users. Ubisoft game makers also played, “The Division,” and died in the game live!
3. Die-Hard Fans create buzz
Guess who else attended? Todd McFarlane, creator of Spiderman comics and action figure designer for Halo 3, amongst other games, signed comics in the center of the Ubisoft exhibit. He made Ubisoft one of the busiest exhibitors in the LA Convention Center. On top of that, one fan announced that she would get his autographed tattooed on her body. With tattoos being the new “in” trend, guess what the buzz was on that?
From my standpoint, Ubisoft’s E3 activation was highly successful, drawing international crowds from around the globe. As a first time E3’er, I really enjoyed this year’s event but I can’t wait to see what they bring to the 2013 Comic-Con in San Diego and the 2013 E-3. I think Ubisoft has a couple more tricks up their sleeve, don’t you?