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Brand Activation Marketing
Over the years Battlefield Sports has been part of many brand activations.
Brand activation is to show customers that promises made in advertising are true, really true.
For all sorts of brands, from movie premieres like Divergent, and video game launches like Call of Duty, activations are important.
Activations for gaming companies like Warhammer, and even activations for mega-brands like Nintendo and Microsoft all help move the needle for these household names.
These brands all created an experience for their business’s audience so their customers could experience that brand first-hand.
If you are looking for brand activation ideas, look no further!
Nowadays our job as marketers is to get customers to know, like and trust our brands.
By engaging with customers and enabling them to immerse themselves in an experience, brands are able to foster positive associations and create long-term brand loyalty.
The thing is, customers can only be loyal to brands they remember. A marketer who sets business brands (and their products and services) apart from the rest is in demand.
And creating a one-of-a-kind experience or a money-can’t-buy experience for a brand's audience is certainly memorable!
Laser tag games, also known as live-action gaming experiences create an emotional connection between a brand & the audience. Customers who engage with a brand are more likely to become long-term customers.
The right approach gives your brand a long-lasting impact.
Brand activations and experiential marketing create memorable experiences for customers and give them a chance to interact with the brand.
Customers come in all shapes and sizes. And so do brand activations.
Brand Activation Examples: Live-Action Gaming!
Imagine Orks. Imagine Imperial Guardsmen. Imagine testing your best war cry!
A world-first, gamers experienced Kill Team live at PAX Unplugged in Philadelphia, USA.
More than 3,000 people played the live-action game version of Splatoonas part of the launch. The event was so successful that the Splatoon game from Nintendo sold out across the Cencosud shopping malls in the first two days.
Nintendo’s squid-and-ink competitive shooter Splatoon was launched in Chile with the help of Battlefield LIVE Chile, as part of a worldwide launch. Splatoon is a new kid-friendly video game title. It is a multiplayer shooter that replaces guns and gore with squids and paints. The game pits teams of four against each other doing everything they can to cover the map in paint. The team with the most paint on the ground at the end of the match wins. Across Chile, Nintendo sells its video games across a string of shopping malls called Cencosud. "We approached Cencosud and offered a joint venture to help launch the video game. We put emotion into the game the shopping mall. Gamers could play a live version of the game for free," said Carlos. BFL Chile at Splatoon Launch Coke-a-cola was also an important sponsor at the event donating thousands of sodas. "The launch was a huge success," said Carlos.
"More than 3,000 people played Battlefield LIVE for free in a live version of Splatoon," said Carlos. "The event was so successful that the Splatoon game from Nintendo sold out across the Cencosud shopping malls in the first two days. The other malls and stores did not have the same success Battlefield LIVE wasn’t there!" said Carlos. "I was told from Nintendo's headquarters in the USA that this was the best launching for Nintendo worldwide. Santiago had the best in pro-rata sales according to the planning target depending on the number of people and the purchasing power of each country, and, low in operational costs," said Carlos.
Since its initial launch in Chile, Nintendo has sold millions of copies of Splatoon. According to Video Game Sales, As of March 2024, the Splatoon franchise has sold 30.51 million copies worldwide.
This includes 476,000 (physical and digital) units in the Americas, 368,000 in Japan, and 230,000 in Europe. Splatoon Launch with Battlefield LIVE Chile “Ever since Splatoon launched on May 29 in the United States, we’ve seen thousands of people go online to have fun in this colorful, chaotic competition,” said Nintendo of America President and COO Reggie Fils-Aime. “This milestone puts us in a nice position as we prepare to launch 11 more exclusive Wii U and Nintendo 3DS games before the end of the year, plus amiibo, digital offerings, and games from our third-party partners.”
Since Halo: Combat Evolved debuted years and years ago, Microsoft has continued to create new and exciting versions of the brand in the sci-fi shooter series.
And every time they do a new release launch, they create memorable brand activations.
Each time eager fans line up for hours, for the launch of HALO Reach, Microsoft created a live experience of the game live in Vancouver and Toronto.
The premiere of the sci-fi movie Divergent was celebrated with a fan experience outside the Odeon Cinema in Leicester Square, London.
And this premier experience didn't just last one night, no!
This premier experience was an entire weekend.
The red carpet location was transformed into the film's dystopian setting.
Fans participated in initiation tests and dauntless training, similar to what Divergent's protagonist Tris Prior does in the movie.
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As reported in Chron, brand activation refers to generating consumer interest by allowing consumers to use a product or experience a service. In this way, the brand's value is "activated," or realized by the consumer, who then connects the value given with the brand and walks away with a strong impression. With enough brand activation work, a core of consumers will have a strong, favorable opinion about the business because of personal interaction and will spread this opinion among others. (source)
Consider how your local live-action gaming business can be part of a unique brand activation.
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