Sparks’ G2E Activation Highlighted by Event Marketer

December 14, 2016

The Global Gaming Expo (G2E) is an international casino gaming trade show and conference held in Las Vegas that packs some stiff competition. So when veteran gaming manufacturer Aristocrat prepared to unveil its highly anticipated Tim McGraw machine to the event’s 26,000 attendees this fall, it rolled the dice with a bold stunt that ultimately got the entire show floor buzzing.

It all began with some pre-activation hype. From the beginning of the conference, Aristocrat promoted its Tim McGraw game reveal as a can’t-miss event. To add to the buzz, the brand unleashed a sea of Tim McGraw lookalikes across the expo floor (cowboy hats and all). A troupe of male dancers also performed a routine to McGraw’s upbeat hit “Truck Yeah” inside Aristocrat’s booth as a precursor to the brand’s “wow” moment. When the performance came to a close, it was time for the grand unveiling.

As both casino operators and Aristocrat’s biggest manufacturing competitors looked on, a platform lowered from the top of the convention center ceiling carrying the brand new Tim McGraw machine—along with the country music star himself, in the flesh. It was a first-of-its-kind moment in G2E history. When the platform reached ground level atop a small stage built into Aristocrat’s booth, McGraw was met with the brand’s leadership team and a roaring crowd. Confetti falling all around the stage added to the ambience.

“We wanted to do something visually spectacular that we knew would be very media-worthy,” says Emily Wofford, vp-global marketing communication at Aristocrat. “It was the right activation and it was certainly a showstopper. Everybody was gathered around watching the event.”

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