CASE STUDIES

GUITAR HERO : WORLD TOUR LAUNCH PARTY

CHALLENGE

With the help of UCG Marketing, Guitar Hero was seeking to create “buzz” for its latest product, Guitar Hero World Tour. In addition, KFC and ING partnered with the launch party in hopes of raising their brand awareness as well. UCG created an event that not only engaged consumers with the latest Guitar Hero product, but also seamlessly integrated KFC and ING into the experience.

SOLUTION

• Setup a four person street-team to pre-promote for the launch party at local gaming and electronics retailers during the national release of the Guitar Hero World Tour game
• Hosted a private launch party, Guitar Hero World Tour Challenge at Rebel in New York City
• Set up four gaming stations for Battle of the Bands contest, one gaming station for the Ultimate Guitar Hero Challenge contest, and five additional demo stations
• KFC food was served and mocktails were provided for all guests
• Offered a green screen photo opportunity for additional take home messaging

RESULTS

• Approximately 230 targeted gamers attended the event
• The Battle of the Bands contest featured ten bands that competed for premiums and the $2,000 grand prize was awarded to the band “Sheinekens”
• One contestant was able to beat the Guitar Hero Pro, in the Ultimate Guitar Hero Challenge and was presented with a $500 prize