Nationwide guerilla marketing for the release of CAPCOM's Lost Planet 2
Preview copies of CAPCOM's Lost Planet 2 video game frozen inside blocks of ice, and placed on city sidewalks nationwide for people to encounter and engage.
The ice block product launch stunt arose from the video game's narrative of an ice planet that is disintegrating.
1,000+ blocks of ice were strategically placed outside of influencer indie shops in key neighborhoods in cities such as New York, Chicago, Los Angeles, San Francisco, Seattle, and Boston.
To create anticipation of the street marketing happening, CAPCOM seeded the activity to gamers ahead on on social media.
Game fans eagerly awaited the ice block drops in each city, armed with ice picks, hammers, drills, bags, outfits, and salt!
What did this guerilla marketing stunt accomplish?
1.) Provided the company with exiting way to build up anticipation for the videogame release
2.) Gave people unexpected sensorial experience they'll never forget
3.) Created wonderful content and organic social media coverage
ALT TERRAIN handled guerilla marketing activation planning, testing, ice block production, placement, management, and reporting.
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