We realised that gamers enjoy a challenge as much as they don't like giveaways. We thought of ideas that would intrigue and engage gamers by making the product seemingly inaccessible. At the client's desk, Laser Lockdown was chosen as the apt launch vehicle. Without further ado, we approached an event management agency who shared our enthusiasm and agreed to execute the idea in record time. Meanwhile, we worked on all communication required in the build-up to the event. Within 2 weeks, we had our first laser arena up and running. The response wasn't a surprise.

The Laser Lockdown arena had over 10,000 visitors with 2,000 of them attempting the challenge. 2 winners walked home with an X51 each. In conclusion, the Alienware X51 launch created more buzz than it had bargained for.