Last week the Simon Pure team took off to sunny LA for the E3 conference. Joining up with the awesome team at CAPCOM, we executed one of the most covered events of the week in support of upcoming release Dead Rising 2. In true Simon Pure fashion, we brought our creative edge to the program and introduced 3 real-life zombies, 4 security guards and a passionate team of zombie rights activists to what seemed to be an otherwise stagnant show floor room. For those of you who didn’t bear witness – let me take you on a little verbal tour of what we did.
We started off with the development of the Citizens for the Undead Rights and Equality (CURE) website. From here, notable DR2 activist Leader Stacey Forsythe leads the party through her fight to bring equality and justice to the living dead.
On site, CURE activists were seen from time to time passing out CURE collateral and driving people back to the website. Every so often, they would get out of line and altercations with the security guards would ensue. The booth location was right inside the West Hall doors – making it perfect for foot traffic and catching people by surprise.
To add to the crowd engagement, we brought along four security guards – two would assist the crowds with their interactions with the caged zombie and the other two helped the lines of people waiting for a chance to pose like Chuck Green (DR2 Hero) on the infamous yellow bike. Every hour or so Stacey would break through the lines, attempt to rally the masses into joining the CURE. Much to the crowds’ surprise, the activists would attempt to free the zombie – once or twice they were successful. Insanity ensued as activists were arrested on site and security went running about trying to wrangle up the zombies on the loose. To get an idea of what went down view this fan made video.
All of us had an absolute blast on this execution. We were even stopped by other booth promo teams who asked who we worked for and who to talk to about getting hired by them. Coming home, YouTube stars, our research is showing that we have made close to 250,000 impressions – from YouTube, to Flickr, to web posts and more.
Highlights: Michael Bien’s Security Guard character on Funny or Die , Amanda’s mother messaging to ensure her ‘arrest’ wasn’t real, Josh sitting on the Chuck Green bike in a moose head, the zombies actually scaring people to staying away from the cage and so much more. Oh and did we mention we were in LA, for game seven AND avoided the Riots? Winning all round.
While we were busy wowing the crowds, Josh and Lisa hit the show room floor and found some super cool new products. Amongst our favourites, aside from everything CAPCOM was showing of course – Power Gig , a new entry into the music gaming arena complete with an actual six-string guitar that can be plugged into an amp and played like a real axe! Disney Interactive’s Epic Mickey, which looks like crazy fun for the whole family; and the new NBA Jam , which any sports game fanatic will be drooling to get their hands on.
We’d like to send a HUGE thank you to our amazing team in LA (BJ, Stevens, Ashley, Keith, Michael, Heather, Trason), our makeup artist Vincent, and the entire CAPCOM team for making us part of your team for those three magical days.
© 2009 Simon Pure Marketing Inc. All rights reserved.
Simon Conquers E3.
Last week the Simon Pure team took off to sunny LA for the E3 conference. Joining up with the awesome team at CAPCOM, we executed one of the most covered events of the week in support of upcoming release Dead Rising 2. In true Simon Pure fashion, we brought our creative edge to the program and introduced 3 real-life zombies, 4 security guards and a passionate team of zombie rights activists to what seemed to be an otherwise stagnant show floor room. For those of you who didn’t bear witness – let me take you on a little verbal tour of what we did.
We started off with the development of the Citizens for the Undead Rights and Equality (CURE) website. From here, notable DR2 activist Leader Stacey Forsythe leads the party through her fight to bring equality and justice to the living dead.
On site, CURE activists were seen from time to time passing out CURE collateral and driving people back to the website. Every so often, they would get out of line and altercations with the security guards would ensue. The booth location was right inside the West Hall doors – making it perfect for foot traffic and catching people by surprise.
To add to the crowd engagement, we brought along four security guards – two would assist the crowds with their interactions with the caged zombie and the other two helped the lines of people waiting for a chance to pose like Chuck Green (DR2 Hero) on the infamous yellow bike. Every hour or so Stacey would break through the lines, attempt to rally the masses into joining the CURE. Much to the crowds’ surprise, the activists would attempt to free the zombie – once or twice they were successful. Insanity ensued as activists were arrested on site and security went running about trying to wrangle up the zombies on the loose. To get an idea of what went down view this fan made video.
All of us had an absolute blast on this execution. We were even stopped by other booth promo teams who asked who we worked for and who to talk to about getting hired by them. Coming home, YouTube stars, our research is showing that we have made close to 250,000 impressions – from YouTube, to Flickr, to web posts and more.
Highlights: Michael Bien’s Security Guard character on Funny or Die , Amanda’s mother messaging to ensure her ‘arrest’ wasn’t real, Josh sitting on the Chuck Green bike in a moose head, the zombies actually scaring people to staying away from the cage and so much more. Oh and did we mention we were in LA, for game seven AND avoided the Riots? Winning all round.
While we were busy wowing the crowds, Josh and Lisa hit the show room floor and found some super cool new products. Amongst our favourites, aside from everything CAPCOM was showing of course – Power Gig , a new entry into the music gaming arena complete with an actual six-string guitar that can be plugged into an amp and played like a real axe! Disney Interactive’s Epic Mickey, which looks like crazy fun for the whole family; and the new NBA Jam , which any sports game fanatic will be drooling to get their hands on.
We’d like to send a HUGE thank you to our amazing team in LA (BJ, Stevens, Ashley, Keith, Michael, Heather, Trason), our makeup artist Vincent, and the entire CAPCOM team for making us part of your team for those three magical days.