Computer Games PR « Taylor Herring

Computer Games PR

The Best Videogame PR Stunts

Posted on August 5th, 2016 in Computer Games PR,Event PR,Experiential Marketing,Games PR,Online PR,PR Stunt,PR Stunts,Publicity Stunts,Shopping Centre PR Stunts,stuff we liked,Stunt Of The Day,video game.

The world of stunts and earned media has long been tied with videogames. Publishers with smaller budgets are, and were, looking for anything to cut through the noise and make an impression and, hopefully, earn some column inches.

Here’s a look at some of our favourite videogame PR stunts and, as usual, if there’s any you’ve loved or feel we’ve missed then let us know in the comments.

List compiled by @mubly / Max@taylorherring.com

 

Playstation’s 20th Anniversary

The Playstation (yes, the original grey box) turned 20 in 2014. Aside from making me feel exceptionally old it also gave Sony an amazing opportunity to seize upon nostalgia to create some amazing videos to celebrate the milestone.

The first is a retro pop up in Liverpool Street that, complete with 90s editing techniques and some very retro outfits from the Playstation Access team, offered a load of merchandise and goods that was distinctly 90s.

The second video is an advert (but also a guilty pleasure so try stopping me) highlighting the 20 years that Playstation has been for the gamers.

 

EA offers free fuel

For the launch of Mercenaries 2, the mega publisher EA decided to offer fans something for free. EA teamed up with a petrol station in London to offer free petrol, up to a value of £40, “until we run out.”

mercs2 EA fuel

Complaints were lodged, roads were gridlocked, tempers were frayed and a local Lib Dem MP was forced to comment on it; all the hallmarks of a great PR stunt.

 

Disney Infinity

Another sadly closed studio is the team at Disney responsible for the toys to life game Disney Infinity.

To launch the 2.0 version of the game Disney commissioned some incredibly well done projections on and around London landmarks.

 

Capcom’s Human Butcher Shop

I like a combination of the subtle and the loud in my PR stunts. The loud? Make a human butcher shop to promote your upcoming game (Resident Evil 6). The subtle? Name it after a character only fans of the series will understand.

butcher shop

The stunt itself was pretty gruesome, but the food was all completely edible and very, very human like.

All proceeds from the stunt went to the Limbless Association, which provides information and support to the limb-loss community. A great idea, brilliant execution and something for charity as well.

 

Uncharted 4’s launch event

This one is less stunt and more a perfect execution of a press launch event. Uncharted 4 from Naughty Dog and Sony has been one of the biggest games of the year so far and the launch event had everything that a launch of such magnitude needed.

Nolan and Troy

A gorgeous venue on the outskirts of Rome? Check. Talks from the creators? Yep. Interviews with the cast? You got it. Add to that experiential activities like combat, self-defence, climbing, an auction and a banquet dinner in the castle hall and you have just about the perfect launch event.

 

Acclaim will pay your speeding ticket

The sadly shuttered Acclaim feature a number of times on this list; from the irresponsible to the hilarious. The first entry is for Burnout 2 – a high octane, fast paced racing game where brakes are secondary.

speed camera

Acclaim offered to pay for every single speeding ticket accrued in London on the day of the game’s release.

The police intervened, the tabloids were furious and valuable column inches were earned.

 

EA, fake protestors and Dante’s Inferno

Dante’s epic poem The Divine Comedy isn’t usually a source of inspiration for many games. Dante’s Inferno, from EA, bucked the trend and made an ultra-violent, religiously themed game.

praystation EA

That kind of inflammatory material was sure to attract protests – be they in print or in person – so EA decided to beat people to the punch and employ a load of extras to protest their game. “Trade your Playstation for a Praystation” being a particularly catchy punchline from the protestors as well.

 

Red Faction: Steal the game

THQ, another publisher to sadly close its doors, had a long track record of PR stunts to promote their games. Some good, some bad, all interesting.

red faction

To promote the launch of Red Faction: Guerrilla (a game about using an enormous hammer, among other things, to smash up the Red Planet) “accidentally” left a load of copies of the game in cars around the city. People were encouraged to pick up the handy hammers nearby and smash their way to the game.

 

Pigeon Billboards

I know we can’t have favourites in these lists, but if I did then this would certainly be close to the top. Another from the Acclaim and SEGA wheelhouse, they were looking to promote the launch of Virtua Tennis 2 – which happened to be launching around the time of that year’s Wimbledon.

pigeon billboard

Wimbledon is famous for pigeons flying onto the courts, so the brains behind this stunt thought about advertising on the sides of pigeons. Naturally – outrage was caused. Wimbledon issues a press release saying they were training hawks to hunt and kill pigeons around the courts. Both widespread and free coverage thanks to a Wimbledon press release as well. A huge success.

 

Free iPad Minis for Lara Croft GO

Back in the day a simple picture of Lara Croft would have given you the front cover of a glossy mag, but such is the shift in the media landscape that the once most famous icon in gaming now has to be involved in even more creative ways to get coverage.

That’s exactly what Square Enix did for the launch of Lara Croft GO.

Teaming up with TFL and The Metro newspaper, they hid passwords in the paper and saw a load of Lara Croft lookalikes sprinting, diving, rolling and general Tomb Raiding on the tube during the rush hour.

Savvy people who spotted the password in the paper could say that secret word to one of the Lara’s to get a free iPad mini. Great reward, cool pictures and a great way to get people hooked in.

 

God of War themed food

Back in 2007 God of War II launched to enormous critical acclaim. Tightly designed, visually gorgeous and a load of fun. The game, rated 18, quickly drew attention for its intense scenes of violence. Sony’s PR campaign certainly matched the tone of the game as they launched a God of War themed party – complete with a freshly killed (and still warm) goat.

god of war

The Mail were furious, Sony recalled the entire print run of Official Playstation Magazine and apologised unreservedly. A splash was certainly made, but maybe Sony went a little too far on this one.

 

Tanks in London

Big things causing a ruckus in London is a classic way to draw attention to your products. EA, for the launch of Battlefield 3, decided to drive an enormous tank through the streets of London. Nothing subtle about this one, but it definitely achieved the desired effect.

 

Destiny’s real life traveller

Destiny launched a couple of years ago to enormous success. The flagship PR stunt to promote the launch was a great idea (though perhaps topped by the next entry in the list).

The Traveller, an iconic image to all Destiny players, was recreated by the team and launched into space. Check out the video to see what you think:

 

Mass Effect 3 blasts into space

Similar to the above effort, EA launched a number of copies of Mass Effect 3 into space in a dramatic PR stunt. The twist? They then encouraged players to track down the copies of the game using GPS. It was extremely ambitious but, again, by using their audience in an interesting and engaging way the stunt got more traction than it might have otherwise.

 

Batman: Arkham Origins

The first Warner Bros title on our list and the second experiential. The team, using a set from Christopher Nolan’s Batman films, created a haunting space for journalists to come and play the first section of the latest game in the Batman series.

Batman-Arkham-Origins

 

Win an island with Just Cause 3

Just Cause is big, brash and very loud. It’s only fitting that PR stunts associated with the game are equally as massive. Square Enix came up with the idea that if you pre-ordered the exclusive “Day One” edition of the game you were entered into a prize draw to win an island with the value of $50,000 (or that value in cash).

It’s an outrageous pre-ordering bonus, but not the most outrageous on this list…

 

Saint’s Row $1,000,000 edition

This is the most outrageous thing to pre-order on the list. The $1,000,000 edition (yes, you read that right) from Deep Silver to promote Saints Row IV contains a whole load of stuff. The headline piece was a “dubstep gun” – or at least that’s what GAME promoted in store.

It also contained a space flight, a Lamborghini and plastic surgery (among others).

Nothing has topped this edition since.
PT

This is one of the most unusual PR stunts on the list; it’s a game. Konami released PT during E3 2015 and the internet set alight. This gorgeous, terrifying first person exploration game saw you walk the same corridor over and over again.

There were minor detail changes each time, and each more terrifying than the last. The puzzles were so subtle that it took gamers ages to find that PT (playable teaser) was a sneak peak of the new Silent Hill title; one of the most famous horror franchises in the world. A stroke of genius on all fronts.

 

Dark Souls 3 and MEATLiquor

This is one of the more unusual brand partnerships for a product launch. Dark Souls, a series famed for being hard as nails, decided the best way to demonstrate that was to team up with MEATliquor – provider of extremely hot chicken wings.

Diners were challenged to eat 20 such wings as fast as possible to win a t shirt, Playstation 4 and a copy of the latest game in the series; Dark Souls 3.

People had to sign a waiver and wear a pair of gloves (and the Chef reportedly wears a mask and goggles).

 

Pokemon and TFL

This was long before Pokemon GO swept the world (and this office). The longest running (and best) videogame joke of all time was brought to life by Nintendo in partnership with TFL.

If you’ll allow: How do you get Pikachu onto a bus?

pokemon

You poke him on.

Thank you.

A great picture, a great creative and a win for everyone involved.

 

The Chuckle Brother play Hitman

You read that right. This was such an inventive piece of thinking that I couldn’t help but fall in love with this video when it was released. The Chuckle Brothers, of hilarious “to me to you” and moustache fame, “played” a real life version of Hitman.

As you can imagine, the results are hilarious and prove that even the most unlikely partnerships can still work with the right thought behind it.

 

Playstation and the OXO Tower

This stunt is so simple but so, so effective (and brilliant). The OXO tower, a famous landmark within London was re-appropriated by Playstation for the launch of the Playstation 4. The iconic OXO logo was coloured in Sony’s world famous icons:

OXO

BLIZZARD’S FAN ART PR VICTORY

Posted on May 25th, 2016 in Computer Games PR,digital download,Games PR,stuff we liked,Stunt Of The Day,video game.

Sometimes the smallest gestures go a long way in PR. Sometimes, away from the multi-million pound ad campaigns and experiential pop-ups, one small act from a handful of people can go a long way to generate great word of mouth and positive sentiment among fans and prospective purchasers. Blizzard, the developers of games such as World of Warcraft and the legendary Starcraft series, released a brand new title into the world yesterday; Overwatch. Bright and colourful, the game has attracted fans of all ages from all over the world – and has developed quite the fan art following.

One fan, a young girl called Ava Hickey, sent in her own drawing to Blizzard (via her Dad) of a character she would love to see in the game:

sub-buzz-16266-1464085767-1

The character, Birst, also had a brief note attached describing what the character can do:

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Her enthusiasm for the game has taken the internet by storm; with thousands liking and retweeting her proposal. The official Overwatch Twitter feed responded too:

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That small token would have been enough for many companies, but it didn’t end there. The following day the Overwatch team responded again to Ava:

sub-buzz-16424-1464086069-1

One of Blizzard’s artists recreated her character in his own style – again prompting a massive wave of noise on social media. The act has spawned numerous news stories (including Buzzfeed) and an enormous thread on Reddit discussing the character and how she might fit into the game, what abilities she might have and discussing Blizzard’s amazing act of generosity for a young fan. Away from all the amazing coverage this has got for their new product, it also gave us this beautiful video when Ava saw her drawing come to life.

TH-overwatch

Proof, if any was needed, that great PR comes in all shapes and sizes.

by @mubly

Mario Karting through Westfield

Posted on February 8th, 2016 in Camera PR,Car PR,Comedy PR,Computer Games PR,Extreme Sports PR,Stunt Of The Day.

Let’s get real for a second; Mario Kart ruins lives. I have seen friendships destroyed because of a rogue banana skin, expensive controls slammed to the ground in an uproar and stoney silence as first place is snatched away in the blink of an eye.

It’s not often you’d recommend acting out a videogame in real life, but real life Mario Kart might be a little bit safer – it certainly looks like it in this PR stunt:

Nothing beats charging around a quiet shopping centre, donning full Mario attire and weaving in and out of structures all in the name of good fun (and GoPro.) The stunt has made it to the National media where it’s been well received, and the video itself has over 2 million views on Facebook. Proof that slapping a GoPro on something hilarious makes it even better

 

100 Brilliantly Creative Outdoor and Ambient Marketing Campaigns

Posted on June 1st, 2014 in Arts PR,Attraction PR,Awards PR,Book PR,brand PR,Broadband PR,Camera PR,Car PR,Celebrity PR,Charity PR,Children's Brands PR,Classical Music PR,Comedy PR,Computer Games PR,Consumer Electronics PR,Consumer PR,creative publicity,Cycling PR,Digital PR,DVD PR,Entertainment Brands,Environmental PR,Event PR,Experiential Marketing,Extreme Sports PR,Fashion PR,Festival PR,Film PR,Fitness PR,FMCG,Food and Drink PR,Football PR,Games PR,Gym PR,Health and Fitness PR,Kids PR,Leisure PR,Magazine PR,Music PR,Online PR,Opera PR,PR Jobs,PR Stunt,PR Stunts,Property PR,Publishing PR,Radio PR,Restaurant PR,Retail PR,Shopping Centre PR Stunts,snackfood PR,Sport PR,Technology PR,Television PR,theatre PR,Tour PR,Tourism PR,Toy PR,Travel PR,Venue PR,Viral Video PR.

By James Herring

Nobody tweets a picture of a poster or a billboard. Well rarely.

Marketers are having to come up with increasing bolder, creative and innovative news ways of getting the message out there.

Here are some of our favourite bits of creative and unusual media of recent years.

1. Nationwide Insurance

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2. Drunk people sleeping on the streets of Japan are turned into human billboards for a new alcohol awareness campaign.

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3. The Economist

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4. Dengan Nose Hair Trimmers

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5. O’Donovans Irish Pub

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6. Silberman’s Fitness Center

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7. Adidas

Oliver Kahn Poster Presentation

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8. Bic Razors

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9. Mini

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10. Frontline – Flea and Tick Spray

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11. Newcastle Brown Ale hijack Stella

newcastle-brown-ale-no-bollocks-chalice-ooh-final

12. Nike

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13. BMW vs Audi

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14. Fitness First – Bus Stop Scales

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15. Folgers Coffee make good use of steam vents

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16. Aim Plumbing Servoces

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17.  Brandstik USB

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18. Tefal

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19. Nike Escalator sabotage

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20. National Geographic Channel

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21. HBO – Game Of Thrones

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22. BBC World

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23. Smart car

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24. Joffrey Ballet School, Chicago

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25. Mondo Pasta

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26. Kansas Public Library

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27. Japanese camera ad

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28. Australian construction site

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29. Yahoo

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30. Colorado road safety campaign

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31. Anando Milk

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32. Australian Childhood Foundation

australian-childhood-foundation_invisible

33.  Belt Up

belt-up

34. Cadbury Dairy Milk

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35. Heineken

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36. Hot Wheels

hotwheels_curl

37. Law and Order

law-and-order_outdoor-lamp

38. Martor Razor Blades

martor_razor-blade

39. McDonald: Sundial Billboard.

mcdonald_sundial-billboard-1

40. Quitplan.com

quitplan_big-butt

 

41. Environmental Awareness: Swimming Pool.

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42. Iberia

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43. Venice Casino

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44. Lego

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45.

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46. Oral B

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47. Australian Public Transport Authority

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48. Kung Fu Panda – Dreamworks

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49. Imodium

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50. Alice In Wonderland

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51. FedEx Kinkos – Office Products

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52. Australia Post

australia-post

53. Kill Bill  (New Zealand)

killbill

54. Absolut

absoultny

55. The Day After Tomorrow (Mumbai)

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56. Newcastle Brown Ale

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57. Batman

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58. Dutch Stutter Foundation

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59.Benjamin Moore Paints

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60. CNN

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61. Science World

creative-funny-billboards-46

 

62. Old Timer Restaurants

billboard-ads-thumb640

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63. Smart

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64. McDonalds Fries

billboard-ads-part2-9

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65. Allstate Insurance: Marina Tower

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66. Peter MacCallum Cancer Centre

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67. Check The Gas

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68. Pedigree dog food (and poop bag dispenser)

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69.  Lays Potatoes

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70. Calgary Film Festival (crying billboard)

billboard-ads-crying-1 billboard-ads-crying-2

71. Powerhouse Gym

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72. Peter Walsh Office Supplies

billboard-ads-peter-walch

73. DHL Online Tracking – Beijing

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74. Clearex (Israel)

clearex-wall

75. The Guitar Store

the-guitar-store

76. Nikon

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77. IWC Watches

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78. Rock Radio

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79. Kit Kat

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80.

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81. Rimmel Quick Dry

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82. Hyundai

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83. Duracell

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84. Jobsintown.de

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85. Calgary Zoo

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86. Fedex

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87.  Copenhagen Zoo

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88. Walking Dead: Zombie Truck

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89. Mad Men (New Zealand)

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90. IBM

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91. Grand Theft Auto

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92. Father Bobs (Homeless Charity)

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93. WonderBra

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94. IAMS

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95. AOK (German Health Insurance)

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96. MTV Switch

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97. McDonalds

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98. Smart

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99. KarstadtQuelle: Dental Implant Insurance

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100. Nivea: Good-bye Cellulite Sofa

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For a really great archive and resource of advertisements visit Ads of the World or Trend Hunter for a great source for inspiration.

If you’re looking for a creative solution we can help with viral video productioncreative outdoor advertisingexperiential eventsnews generation and newjacking and publicity stunts.

Please share your examples with us. Let us know in the comments section below.

Follow us on twitter: @TaylorHerringUK

 

 

 

 

 

 

Red Stripe install giant arcade game in Manchester

Posted on April 4th, 2012 in Computer Games PR,Entertainment Brands,Experiential Marketing,FMCG,Food and Drink PR,PR Stunt,PR Stunts,Publicity Stunts.

Manchester’s Town Hall has, this week, been transformed into a giant arcade game by renowned street artist Filthy Luker and Jamaican lager beer brand Red Stripe.

Passers-by are able to play a 17m-high version of the 80’s  8-bit classic from sundown – when the huge interactive artwork is switched on.

Using plastic road barriers and road work equipment, the installation comes alive with LED lights animating the work, allowing the public to engage on a large scale.

The artist’s creation will remain in place for a month.

Filthy Luker said “I’ve been obsessed with making art from street furniture for quite some time and had noticed the similarities between these road barriers and the classic invaders -and they seem to be taking over the city! The Make With a Red Stripe project  is all about using everyday objects to transform the mundane, which was right up my street and enabled me to realize my concept.”

The art-work has already captured the attention of the City and visual arts media.

Reports are already surfacing in the likes of Shortlist, The SunDaily Mail, Daily Telegraph, We Heart, Large Manchester, Design You Trust and Itchy City.

and in the Manchester Evening News

As part of the Make Art On The Street initiative, Red Stripe is working with a number of artists on regional initiatives, including a four-wheeled mobile art exhibition set to tour Bristol, Leeds and London, and an Edinburgh-based stop motion animation video.

The projects, all taking place this spring, have been designed to engage with the public in surprising and intriguing ways; promoting creativity and encouraging others to ‘Make with a Red Stripe’.

Web: www.redstripe.net

Tumblr:  http://redstripelager.tumblr.com

Twitter: @RedStripeLager

Facebook:www.facebook.com/redstripelagerbeer

About Diageo

Diageo is the world’s leading premium drinks business. With its global vision, and local marketing focus, Diageo brings to consumers an outstanding collection of beverage alcohol brands across the spirits, wine and beer categories including Smirnoff, Guinness, Johnnie Walker, Baileys®, J&B, Cuervo, Captain Morgan and Tanqueray, and Beaulieu Vineyard and Sterling Vineyards wines. Diageo trades in some 180 countries around the world and is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands and performance, visit us at www.diageo.com. The RED STRIPE words and associated logos are trademarks © Desnoes& Geddes Ltd. 2011.

Please make and drink responsibly www.drinkaware.co.uk

Press Contact: Taylor Herring PR