Rovio Entertainment, the entertainment media company behind the Angry Birds franchise, released the game Plunder Pirates in 2014. To promote its launch, they wanted to do something unordinary and asked Finnish experiential marketing company, Tapaus, in partnership with Gradient to create a genuinely memorable experience around the product. We were tasked with promoting the game during New York Comic Con by producing a surprising brand activation that would deliver a strong impact.
Gradient aimed to go beyond raising brand and product awareness by providing attendees with buzz-worthy, exciting memories, through the careful recreation of the game’s universe. We rented an authentic pirate ship to throw a blowout at Hornblower Pier on the Hudson river. By giving out branded gear and utilizing high-energy street teams costumed as pirates throughout the city, we recruited targeted audiences and created a high profile for the event. Utilizing a large crew, themed décor and branded gifts, we invented a wholly immersive atmosphere. “Plunderwear” was launched from t-shirt cannons and rum grog was served along with traditional fare. The culminating event included four British Dj’s to electrify the audience.
After one of the biggest write-ups in Comic-Con, clients were thrilled with both the consumer visibility and press attention obtained. The attention paid to creating unique share-able moments allowed to spread the impact farther, and improving even further the experience’s ROI.