Bringing the legendary fighting franchise to life
OVERVIEW
We worked with Bandai Namco to bring their legendary fighting franchise to life with a live hands-on activation of their upcoming release of the hugely anticipated TEKKEN 8.
Given the demand in the gaming community for more hands-on content, we wanted to make this feature the star of the show, creating a thrilling experience that not only aligned seamlessly with their brand but also left everyone buzzing with excitement long after the event ended.
CONCEPT
It was important for us to create a centrepiece that would do justice to the iconic status of the TEKKEN brand, so we proposed a dynamic Battle Arena.
The industrial construction and lighting concept found its inspiration from street fighting and the dynamic mixed martial arts scene which feature heavily in TEKKEN 8, as well as the vibrant and visceral visuals that are synonymous with the game.
The activation was centred around a stage built for hosting intense show matches and thrilling finals, featuring casters to hype up the crowd.
We also reached out to our creator community to arrange several ‘face off’ battles, driving more social engagement for the activation.
EXECUTION
TEKKEN 8 trailers and character profiles were shown on screens throughout the show, maximising the exposure to the audience
A photo opportunity area themed from a level in the game, complete with a visually captivating floating ‘KO’ symbol.
The main structure was 4m high, boasting full-height branding on three sides, featuring iconic character key art from the game
Integrated areas for visitors to enjoy free plays of TEKKEN 8
Brand Insight
“The experience was great, we could feel excitement emanating from the crowd on our booth and due to our location in the hall we felt we were centre stage for the event, which was a great place for TEKKEN 8 to shine.
Chris, Jon and the team were very helpful in fulfilling last minute requests and problems.”
Gabe Collins
Digital Sales and Product Manager
Activation Impact
4,097
TEKKEN 8 demos played
8,194
Guests played TEKKEN 8
8.8/10
Guest rating
360
Visitors per hour
19%
Of Insomnia customers said TEKKEN 8 had a significant impact on their attendance