Titanfall Launch

 

 

An Immersive Retail Experience for a Legendary Video Game

Brilliant content and custom digital experiences for a massive video wall network drives engagement and excitement for the Microsoft Store’s Titanfall Launch.

Titanfall was the year’s most anticipated video game title, winning over 60 awards at its E3 reveal. Microsoft needed to raise awareness for a series of exclusive midnight launches at the Microsoft Store—and create a launch time experience that customers would never forget.

The goal was to countdown to the game’s release, raising awareness and driving attendance at the in-store launch event, when Microsoft would unveil an immersive Titanfall experience where customers could play the game on the store’s massive video walls and buy it bundled with other products and services.

The store’s video walls, which can be up to 150 feet long, are a unique and challenging canvas. As most marketing assets are not created for such a massive resolution—over 30 times the size of an HD movie—Synect needed to create custom assets that matched the Titanfall game and brand. All the media, including the custom video content, dynamic countdowns, and live gameplay had to be formatted to fit each unique store and video wall layout, then delivered to over 60 retail locations.

Synect created more than 10 minutes of original video wall content for the Titanfall launch. A dynamic countdown and massive teasers raised awareness in stores for weeks before the event. At show time, custom-created action sequences played across the walls, mirroring gameplay and immersing customers in the world of Titanfall.

Microsoft Store’s Creative Director, Florin Gale, was quoted on ForwardGeek saying: “Titans were falling from skies; people were playing games in interactive zones of the video wall. They were immersed in a Titanfall experience. The entire store, and the video wall specifically, was absolutely Titanfall.”

The effect was a visceral immersion into the game that greatly increased launch-time awareness. Over 400 gigs of data were generated in production, with the results setting new standards for in-store retail marketing.

The experience captivated fans and thrilled the press. Multiple outlets reported on this new retail experience, and PSFK wrote: “Ultra-high definition video of Titans falling from the sky, missiles soaring across futuristic skylines, and full action sequences mirrored Titanfall gameplay on the 150-foot video wall.”

Almost a million copies of the game sold in March, and the Titanfall video wall experience won a DSA Crown Award.

Titanfall went on to become the number one game in March and April, according to NPD.

Synect solves problems with pixels. We’re a specialized agency dedicated to revolutionizing content, interactivity and systems for video walls of unlimited size and scale. Contact us for more information.