An on-the-street, nationwide guerilla marketing stunt to create buzz and engagement for the release of CAPCOM's Lost Planet 2 video game.
Preview copies of CAPCOM's Lost Planet 2 video game frozen inside blocks of ice, and placed on city sidewalks nationwide for people to discover.
The ice block product launch stunt arose from the video game's narrative of an ice planet that is disintegrating.
Over 1000 blocks of ice were strategically placed outside of influencer shops throughout the country in cities such as New York, Chicago, Los Angeles, San Francisco, Seattle, and Boston.
To create anticipation of the street marketing happening, Tangible/CAPCOM seeded the activity on gamer social media sites.
Videogame fans eagerly awaited the ice block drops in each city, armed with ice picks, hammers, drills, bags, outfits, and salt!
What did this video game guerilla marketing stunt accomplish?
1.) Provided the brand with exiting content to create anticipation for the video game release game
2.) Gave gamers and pedestrians an unforgettable, unexpected sensorial brand-centric experience
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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