Marvel SNAP: Snapping Up Hearts and Downloads at NY ComicCon
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Buckle up, multiverse explorers! With the launch of Marvel SNAP, a lightning-fast card game featuring every Marvel hero imaginable, Bytedance, Nuverse, and Marvel needed a NY ComicCon experience that wasn't just epic, it was cosmically mind-blowing. The team mission? Ignite pre-launch buzz, send downloads soaring, and fuel social media mayhem like never before.
Enter the Cube: A Portal to the Multiverse
Forget a booth, the team built a portal! Stepping into Marvel SNAP Collectors Cube, attendees were plunged into a kaleidoscope of digital screens, dazzling animation, and 360-degree soundscapes. They floated through cosmic space, rode a high-speed elevator of card battles, and even snapped selfies with holographic Spider-Man in a hidden Daily Bugle office. It wasn't a booth, it was an experience, a living, breathing embodiment of the game itself.
Snapping Up Fans: Interactive Activities and Hidden Gems
Around the Cube, first-look gaming stations let fans get their hands dirty, while QR codes unleashed a secret download link, ensuring they could keep the snapping spree going home. To truly reward Marvel superfans, the team scattered hidden Easter eggs throughout the experience, each discovery sending chills down spines and smiles ear to ear. What is a celebration without gifts? Attendees had the chance to win prizes and meet the developers who poured their hearts (and a whole lot of creativity) into crafting this card-slinging masterpiece.
Beyond Buzz: Record-Breaking Results and a Multiverse of Memories
Did it work? Let's just say the multiverse vibrated with excitement. Over 200,000 attendees snapped, shared, and fought their way through the experience, generating a staggering 130 million media impressions. More importantly, Marvel SNAP shattered download records, racking up 5.4 million downloads in just one week! Talk about a game-changer.
This epic NY ComicCon campaign wasn't just about pixels and prizes, it was about capturing the very essence of the Marvel multiverse and sharing it with the world in a way that was interactive, immersive, and downright unforgettable. It's a story worth telling, one that proves that when creativity meets innovation, the only limit is your imagination (and perhaps the number of cards in your deck).
Credits
Entry Title: Marvel SNAP Launch
Entrant Company: FG|PG
Client: Marvel SNAP
Winning Category: Experiential & Immersive - Exhibition Experience
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