CASE STUDIES

Sprint CES

CHALLENGE

IGN Entertainment (IGN) sought to engage attendees of the January 2010 CES on behalf of Sprint and their new breakthrough innovation—the 4G network. IGN wanted to position Sprint’s 4G network, specifically their 4G Overdrive wireless card, as a gateway to lightning fast online computing and real time entertainment through the association of 4G with an engaging on-site gaming experience. To do this, IGN partnered with UCG and 2K Games, the developers of the sequel to the Video Game Awards’ “Game of the Year,” BioShock 2 in order to deliver a unique experience showcasing the adaptability of the 4G network to CES attendees and the ultra in-the-know gamer community.  

SOLUTION

• To answer the challenge posed by Sprint and IGN, UCG designed an interactive mobile exhibit that featured a customized game truck with four internal XBOX gaming centers and six external XBOX kiosks with 32”-50” monitors all running one of  the most graphically intensive video games through the Sprint 4G Overdrive card
•  Exhibit attendees were enticed with an exclusive opportunity to be the first to play the hotly anticipated BioShock 2, set to release in February 2010
• Gamers were able to participate in nine minute competitions showcasing the speed of the 4G card as multiplayer BioShock 2 , previously a single player game, streamed seamlessly across Sprint’s network
• The exhibit featured a 25’ gaming truck and 10x10’ tent stationed outside of the Las Vegas Convention Center’s main entrance. Attendees were encouraged to learn about the 4G network from our trained Brand Ambassador staff and were impressed to find that all of the wireless devices (ten XBOX units and the exhibit music) ran smoothly on the sole Sprint 4G Overdrive card on display
• One attendee captured it best: “All these XBOXES run over one wireless Sprint card?  Man, this thing screams!"

RESULTS

• Successfully implemented the latest innovation from Sprint technology prior to the arrival of client technicians integrating the 4G card with BioShock 2 across eight XBOX stations
• Generated 4,000+ visitors throughout the 3+ days of the convention and over 8,000 impressions per day based on our prime location at the entrance to the convention
• Approximately 2,000 gamers tested the new BioShock 2, sequel to the Video Game Awards' "Game of the Year" on the 4G network
• Distributed all premium items supplied by the client (IGN t-shirts and 1 vs. 100 XBOX Trial Membership cards).
• Received multiple press inquiries and interviews regarding Sprint 4G Overdrive cards
• Drove significant blog traffic surrounding BioShock 2 launch