Challenge
The mobile gaming company, King, is about to launch a new mobile game inspired by Norse mythology, and they want to create an ice and fire adventure IRL to surprise media and youtubers.
King – Game Launch Event
Solution
A three-day overall experience is created, based entirely on the content of the new game. The ice is custom-designed and runs like a thread through all parts of the event. The participants are greeted by 3D-engraved, human-sized ice sculptures of the game characters. At one of the dinner parties, the whole restaurant is turned into an ice hall, needless to say: with the food served on plates made of ice.
All of the activities are tailored to match the game identically - the participants have to chop off large shards from a massive block and smash a chest of ice with a sledgehammer to access their hotel room keys.
Photo Asaf Kliger
Result
Altogether, the digital articles and participant videos generate over 100,000 views on YouTube. King received a lot of positive PR for this innovative and unique game launch.
I’ve been doing this for nearly a decade and I have been to all sorts of crazy events and on some pretty crazy trips, but never anything quite like this…Overall it was a really fun way for King and Snowprint to introduce their game to the press in a really unique way.
Jared Nelson/toucharcade.com
Photo Asaf Kliger