Microsoft

Xbox Gears of War

Event Marketing
Mexico City
2015
Creativity, Marketing
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Context

We brought an epic adventure to life

Gears of War is one of the most successful video game franchises in history. In 2015, its remastered version was released—a classic that fascinates and has built a cult following among gamers worldwide.

Objective

To stage a major celebration around the latest release in the Gears of War saga: an unforgettable experience so that all fans could play it before anyone else, while generating exposure with the press, media, and potential Xbox customers.

Challenge

How do you celebrate, in an epic way, the historic launch of a video game? How do you amaze and create a one-of-a-kind event for gamers and fans of the franchise?
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The Idea

What was the only way to deliver an epic event? To bring Gears of War to life so that all its followers could experience it firsthand.

We decided to find a unique location where we could recreate the ruins of SERA (the place where the battle takes place) and, at the same time, dedicate an entire day to Gears of War and everything surrounding this legendary video game. We invited the saga’s art creators and developers as speakers, and guests would be the first to play the new GOW release.

Xbox Gears of War

Gamers experienced the first real battle of Gears of War.

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Results

+300 lucky attendees

More than 300 lucky attendees—gamers, media, and clients—witnessed and were able to live this unique experience.

We generated conversation

+1,400 tweets with the event hashtag #GOWUltimateBattle.

Major impact on social media

We achieved more than 16 million impressions, +320 photos on social media, and +8,200 likes.

Client attendance

We secured attendance from the most important retail and wholesale Xbox clients, which resulted in a higher volume of orders and sales for the brand.

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