What was the brief?
The Alice Madness ‘Twisted Tea Party’ was a fully interruptive and surprising launch of EA™ Games’ highly anticipated new title Alice Madness Returns™. We were asked to provide a plan to engage the highly engaged gamers at the UK’s largest Rock Festival – Download Festival at Donnington Park. The event, timed perfectly 8 weeks before launch and providing an overwhelming number of EA™’s core gaming audience, was the perfect audience to engage with and to drive ‘buzz’ per-launch.
How did we respond?
On the first official day of Download, our fabulous Circle brand ambassadors were dressed as characters from the game; the White Rabbit, Mad Hatter, Queen of Hearts and of course Alice herself. These playful creatures were dispersed into the crowd of festival goers to distribute thousands of unique branded playing cards. These acted as the ‘golden ticket’ to gain access to the Twisted Tea Party – once you found someone with a matching card, the two of you were in!
Festival goers with matching cards joined the queue to be welcomed to the exclusive space behind the EA™ Hub, which was decorated as a spooky wonderland. Our game characters greeted people upon entering, danced on tables, played silly games and generally caused mayhem in the area where branded Alice Returns cup cakes and flavoured ice tea were being served. Tea party guests were then encouraged to visit the EA™ Hub on exit to trial the game first hand and receive an Alice Madness branded t-shirt.
The Alice Madness Returns™ activation reached thousands of people during the first day of Download Festival 2011. Within one hour of launching the playing card mechanic over 400 people had joined the queue in front of the EA™ Hub to wait for their chance to enter the Twisted Tea Party. 6447 festival visitors had a one to one demonstration of the game with one of our band ambassadors. T-shirts were given away to the first 1000 people who to part in the campaign, many of which were worn throughout the weekend, providing additional brand awareness for the game throughout the festival site. A further 6060 Facebook impressions were generated though checking at the Alice Madness Event.
What was the brief?
Norton by Symantec was launching a new free online tool, the Cyber Crime Index (CCI), and wanted a visually impressive campaign that raised awareness of the very real threat of cyber crime. We were tasked with creating an activation to take place in London’s Westfield Shopping Centre, which ran in tandem with a sister event in Grand Central Terminal in New York by our partner agency (on this project), Agent X. Although engagement at the event was crucial, the real value for our client was to drive trade and consumer press around the launch and push social media engagement with consumers that would gain much better awareness of the CCI with consumers who were not able to attend the event, ensuring maximum reach and ongoing engagement.
How did we respond?
We created a live and interruptive experience which directly engaged with both consumers and press in Westfield London’s main atrium. To provide the desired impact and the kudos required of a global launch, the focal point of the experience centred on a 360° projection globe which broadcast key messages of the campaign, alongside a live Twitter stream from consumers using the hashtag #NortonCCI.
Symantec’s global CMO Janice Chaffin attended on the first day of the activation, making the campaign reveal alongside UK brand ambassador and TV presenter Konnie Huq, who beautifully highlighted her own ‘digital tattoo’ – a visual representation of how much information was easily available online about herself.
Over 120 invited press from throughout Europe were on hand to listen to the initial reveal and were then escorted to a second press briefing (also within the Westfield Centre) to attend a more in-depth demonstration of the product and Q&A with Janet and Konnie.
Audio beams broadcast across the atrium, warned shoppers to be weary because ‘you might have just been a victim of cyber crime’. This unique and different way of interrupting the shopper journey, provided an opportunity to start a relevant and targeted conversation with a bewildered and often very curious consumer. Our brilliant team of brand ambassadors gave 1-2-1 demonstrations on touch screen kiosks, showing people how they could be a target of cyber crime, raising awareness of the product and demonstrating what you can do to keep yourself safe.
To further emphasise the idea and awareness of one’s ‘digital tattoo’, Circle commissioned an artist to design two unique T-shirts (one aimed at males and one at females) that were worn by our brand ambassadors and given away as prizes throughout the campaign.
As with all truly successful activations, the campaign continued in the digital space. Circle created a Facebook App that, having answered several easy questions, generated an avatar that indicated how risky you were online. Visitors were then encouraged to use the avatar as their profile picture which automatically entered them into a draw to win a Galaxy Tab. Shoppers were also encouraged to check into Facebook and share the activation on Twitter.
By driving awareness of the CCI service with both consumers and press we encouraged association with the Norton by Symantec brand and changed perceptions of cyber crime, highlighting that it can happen to anyone, anywhere – and of course the importance of keeping yourself protected online.
Over 10 live days our persistent and confident brand ambassadors conducted 11,586 1-2-1 demonstrations of the CCI product. There were 2.2 million print impressions generated from the press event and social media reach totalled 93,600 people including 213 tweets directly related to the experiential campaign and 720 check-ins on Facebook.
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Come and see what happens when Alice and her strange group of friends go to the Download festival
What was the brief? Norton by Symantec was launching a new free online tool, the Cyber Crime Index (CCI), and wanted a visually impressive campaign that raised awareness of the very real threat of cyber crime. We were tasked with creating an activation to take place in London’s Westfield Shopping Centre, which ran in tandem […]
- Claire StokesManaging Director
- Neil HooperCreative Director
- Kath NorrisHead of Talent
- Andy MacDonaldProduction Manager
A regular speaker on Experiential in the UK and overseas, she is a Business Leader of the Marketing Society and sits on the steering committee for the Institute of Promotional Marketing’s Experiential Marketing Certificate, acting as a lecturer and course contributor. Claire has consistently featured in EVENT Magazine’s list of the UK’s 100 most influential people in the Event Industry.
Neil’s primary role at Circle is to oversee all of the creative and digital output of the agency; collaborating with strategy, account and creative teams to deliver integrated solutions that strategically align to client objectives.
Kath has successfully profiled and matched 1000’s of staff to our client’s campaigns- ensuring that each individual is carefully selected to deliver against the campaign brief. She demands more than a standard promotional performance from her team- she expects nothing less than the very best; insightful, educational and informative dialogue that ultimately drives conversation.
Andy’s role at Circle is to oversee the production and logistics of our campaigns, to ensure they are delivered to the highest standards every time. His experience in working across technology to FMCG products, is second to none and no project is too small or too big to not get Andy’s attention.
Andy has refined the processes at Circle to seamlessly blend them into our agency ways of working, delivering an efficient and streamlined service to our clients.