Concepts, Event/Experiential, Writing Samples

Alienware at PAX West

Posted by Jeff Boortz on

Note: These concepts were developed for Envy, an experiential agency in Atlanta and the UK, for their client Alienware leading up to PAX West in Seattle.

 

Alienware
PAX West Engagement Ideas

eSports – Pure Sports with a Twist
eSports offers all the drama and exhilaration of NFL, NHL, and NBA games to the stadium crowd and couch-bound fans alike. Like traditional sports, there are team rivalries, heroes and bad boys, nail-biters, Cinderella-stories and epic fails.

eSports Fans are Sports Fans and they’ll be gathering in epic numbers in Seattle this fall. PAX West features a full schedule of tournaments highlighting games from all genres and platforms. Alienware and team Liquid will be there ready to “Game Like Champions.”

The Alienware activations at PAX West 2018 we propose are designed to rev up the crowd, to stoke brand allegiance and team passion – in short – they will bring out the Superfan in every PAX West attendee.

Speaking the Sports Fan’s Language

Alienware’s “Game Like a Champion” campaign presses all the buttons you’d hit in Superbowl, or March Madness campaign. It presents Team Liquid as heroes about to do battle, focused and confident. Like a Nike ad with Tiger Woods, it asserts that their confidence and finely-honed talents are amplified by choosing the right gear, Alienware.

At PAX West we can build on this strategy, by leveraging other activities that build excitement and stoke passions, activities that every Sports Fan knows and loves, specifically…

The Sports Bar
Whether it is designed to serve football, soccer, or Nascar fans, all sports bars have some key, common features. These include:

  • Tons of TV monitors playing important games or highlights
  • Team logos, jerseys, photos, and memorabilia
  • Burgers, wings, nachos and plenty of beer
  • Game-themed and usually sexy servers

The Alienware eSports Bar should leverage what fans love about Sports Bars but with a twist.

Alienware “We’re Game” eSports Bar (Pop-up)

The Alienware brand identity is sleek, futuristic, and luminous. Rather than knotty pine, and exposed bricks, our eSports bar should be modern, and sleek – more like a glam night-club than a neighborhood watering hole.

Our eSports Bar should boast:

  • Black and white walls, modern “Modern Art Museum-like” design and furniture to which we can add:

    • Neon lights and signs
    • LED illuminated furniture
    • Dayglow paint

Our twist on sports jerseys and gear displays include:

  • Team Liquid and rival team posters, photos, lanyards, etc.
  • eSports team jerseys in illuminated cases.
  • Game statuettes and full-size props
  • Alienware computers and accessories in museum-like cases.

And, of course we’ll have:

  • Tons of monitors, playing eSports games and highlights. We may need to bring in a bunch of monitors, as sleek nightclubs don’t generally have these in the great numbers typical in a sports bar.
  • Food and Drink: If we use an existing bar/restaurant, we’ll want them to skew the menu to include:
    • Alien-themed beers and exotic cocktails
    • Alien plates, cups and steins
    • Alien branded hamburger buns, wing platters and pizzas

  • COSPLAY: Since we’re focused on League of Legends, if our people are in Cosplay it should be related to that game. However, the client has expressed a concern that we not objectify women –a lot of Cosplay (and game characters) is overtly sexy.
    • Servers in PG Rated cosplay from League of Legends eSports games.
    • Cosplay DJs and VJs
    • Cosplay contests.

  • TRIVIA: A popular event at bars of all shapes and sizes is a team trivia contest. But ours could be focused exclusively on Team Liquid and League of Legends. Prizes could include Team Liquid and Alienware Swag, Gameplay opportunities, and perhaps even a grand prize gaming laptop.
  • Live-Stream: Occasionally in big tournaments like the Superbowl, or NBA Finals, networks set up remote feeds from the heart of fan land. It may be possible to partner with the streaming group and Riot Games to go live from the eSports bar at some point.
  • Play-by-play contest. LOL tournament gameplay is called just like soccer or football. Perhaps we can invite our guest to call the action, and vote on the best eSports Citizen Announcer.
  • Greenscreen Photo Op: Since many of our guests will be in LOL cosplay attire, why not give them the opportunity to place themselves into a scene similar to the game’s cinematics. Using a Kinect sensor, we might allow them to create spells or attack. The video would be instantly sharable.
  • TEAM LIQUID: In addition to the decorative artifacts (Jersey’s, Photos, Trophies, and Banners), we can create specific experiences and engagements that are Team Liquid focused, including:
    • Team Liquid Merch Store: Jerseys, caps, lanyards, etc.
    • Autographs/Photo Ops: If we bring in some of the Team Liquid players that aren’t playing in the tournament, they can sign autographs and pose for photos with our guests.
      • Classic step-and-repeat.
      • Buy a jersey and you get to take your photo on a Team Liquid backdrop with another team-member.
      • A video or greenscreen backdrop that places them into giant eSports event in a stadium
    • GAMEPLAY: 5 vs 5 gameplay where half of the players are from Team Liquid and the other half are guests. Selecting the guests can be random, or as a reward for winning a contest (Trivia, Cosplay, a Pool related to the LA tournament). Or we could arrange our own mini tournament in the club.

 

 

Alternative Concepts:

Pep Rally/Parade for Team Liquid – Cosplay Game Character Cheerleader Squad

Every sporting event, from middle school to the pros, uses pep rallies to rev-up  the crowd and build their fan base. These events are often held in stadiums, but occasionally, move out into the streets as parades – with marching bands, floats, and sports heroes signing autographs from the backs of convertibles. What if we adopted this concept and ran a fan parade through town – but everyone in it is a character (cosplay) from one of the games played by our team – also in Cheerleader, or Sports Fan attire. Think Dragon Con meets the Rose Bowl Parade.

Tailgating Party that’s outta this world.

Tailgating is the game before the game. Sports fans gather to commune, bar-b-que, and revel with their fellow fans before the big game. Our version of it can be filled with vehicles from various games, exotic otherworldly animals on the spits, bizarre drinks, and fans in cosplay. The lot could be open to VIPs who walk on to mingle or come in with their vehicle to join the party. 

We’re game – eSporting goods store

What would Dick’s Sporting Goods look like in the world of Gaming? This retail pop-up could blend the familiar fan and sports enthusiast store with pure eSports merchandise. Team Jerseys, Headphones, Controllers, Alienware computers, Giant Foam Fingers, Koosies, Flags, etc., interpreted through the otherworldly lens. And, of course, the staff is all game cosplayers.

 

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