It's time to settle some old scores...
This is how we got families and influencers moving by creating the Nintendo Switch Sports Park in Westfield London to celebrate the launch of one of the most anticipated games in years.
BRIEF
Nintendo asked us to create an experiential activation to launch Nintendo Switch Sports that would drive mass awareness of the title in conjunction with PR activity; and allow the public to get hands on with the product. The challenge – we had 5 weeks to deliver the finished event for the launch weekend.
IDEA
The game takes place in a giant sports park called Spocco Square, so what better way to let consumers discover the new game than by recreating the park in the Atrium of Westfield London.
Taking design cues from the game we created the Nintendo Switch Sports Park with hero demo zones for three of the sports - Tennis, Bowling and Football - as well as a spectator area with jumbotron screen and bleachers where our staff ran other sports demonstrations, competitions and prize giveaways.
To drive awareness, an exclusive VIP and influencer session was run on the first day where celebrity talent got to try the games and share their experiences ahead of the weekend.
A competition to win Westfield shopping vouchers and promotional merchandise on stand encouraged active sharing on social media using the multiple photo opportunities around the stand.
An exclusive discount for the title on Nintendo’s UK official store was also available on stand.
RESULTS
17 x 22m Nintendo Switch Sports Park build
3 live days on launch weekend
Over 1,500 rich engagement product trials
Celebrity appearances from Tom Felton and Matthew Lewis, Paddy McGuinness, Martin and Roman Kemp, Love Islanders Michael Griffiths and Chris Taylor and many more
809 photos captured by staff at phot opps (with 383 redeemed for merchandise)