For the launch of the new Battlefield Hardline we’ve created a unique activation as part of the Sydney EB Expo.
With a 32-player PlayStation 4 setup, we invited gamers to take to the streets of Downtown Los Angeles in High Tension, and lead their team to victory. Our unique Battletag system also allowed them to share their experience with friends outside the walls of the Battlefield Hardline booth. ‘Whether you end up as a Cop or a Criminal, gloat in your victory, and brag about your skills on your own personal Rap Sheet’ that was our message to them.
To make the experience more intense and memorable we created separate user journeys for cops and criminals to be briefed in bespoke environments (police station and basement-like sets) before releasing them into the common gaming area.
To add to the theatre, a large amount of (fake) cash was displayed outside the gaming area and patrolled by our army of brand ambassadors to attract more curious players.