The objective was to showcase the Activision | Blizzard combined brand and the four game titles to industry leaders, media, Wall Street, retail and consumers. It needed to dominate the media and social conversations and ultimately generating sales above and beyond expectations. An additional challenge was launching four games with individualize fan bases, budgets and goals. Each title needed its own opportunity to shine through a unique experience that was true to the game and ultimately tied back to the larger Activision|Blizzard brand.

This was first time Activision and Blizzard presented as one entity at the Electronic Entertainment Expo (E3), to position themselves as the true industry leader and cement their status in the entertainment community by creating a fully immersive experience to set Activision|Blizzard apart from all other brands. We needed to move away from the industry norm of big screens and audio broadcasting out to attendees and create an experience that drew in the attendees, immersing them into the world of multiple game titles by giving them a 4D experience unlike any ever executed at E3.

The largest stand-alone theater ever created in LA Convention Center history included a 122’x22’, 190° wraparound screen, where each moment of choreographed programing worked in conjunction with E3’s daily schedule. Each title’s custom “show mode” was choreographed with leading-edge production including 24 HD projectors, 18 media servers, wind effects, vibrating floors and, an E3 first, pyro, along with robotic arms manipulating huge monitors with content synchronized to the main screen that provided additional promotion. Four dedicated areas enabled fans to interact with individual titles via hands-on gameplay or guided demos and immersed guests into each game.

* In part to the E3 activation, sales garnered an unprecedented value of over a billion dollars

* The event was a launch-pad for sell-in through retail channels with all increasing in commitment, resulting in record-breaking sell-in that contributed to the #1 (Call of Duty) & #3 (Skylanders) game titles of 2013

* Consumer preorders saw an increase up to 232%

* Social Media Dominance:

- 96.3 million impressions

- 24,056 new Twitter followers and 3 worldwide Twitter trends

- 224K new Facebook followers

- 236 total social mentions

- 364k likes, comments, shares

- 2.6 million YouTube views