Back in November 2015 we were approached by the lovely team at Jagex to put together an exclusive, invite only event to showcase the World Premiere of its new documentary celebrating 15 adventurous years of Runescape, its groundbreaking and agenda setting MMORPG.
Runescape is a classic British success story started by two brothers with a passion for gaming who made something truly amazing. With over 240 million registered players globally, it is a massive pop culture movement.
Creative Treatment – Event as a platform for PR
The brief was to create a platform event to launch new titles and to celebrate the success of Runescape so far.
On top of putting together the event, utilising our experience with fan culture, we focused on creating exciting PR touchpoints during and in the lead up to the event. We wanted the content to be exciting enough that guests would opt to share it with their networks organically whilst most importantly having a great time at the event, ensuring maximum amplification and ROI.
As well as the event itself the brief also included a special build for an upcoming title Chronicle: Runescape Legends.
Our concept was to create a head to head gaming experience for the Runescape event, which was built with legacy activity in mind. Adaptable for different exhibition and experiential activations either in a head to head or split formation, the build incorporates tech to support a Shoutcaster and relays for external feedback screens for consumers to watch the action unfold.
1 Month Pre-event
With our good friends over at PosterSpy and the Runescape Community Managers we launched a fan art competition allowing fans the chance to create the official RunescapeAt15 poster for the documentary. Winners also received tickets to the event and the chance for their artwork to be featured as the central attraction in the RunescapeAt15 gallery
3 Weeks Pre Event – Media deliveries
Working alongside the team at Premier PR (retained by Jagex on the campaign) to drum up press interest ahead of the event we sent out our very own Runescape unicorn into central London. Alongside a knight and a medieval scribe, the unicorn assisted us in delivering our traditional scroll invitations to key media, plus we stopped off at a few iconic destinations along the way to get some great PR shots.
On Thursday 11th February 2016 Bankside Vaults in Southwark was transformed into a Runescape village including a Tavern, Gaming Garden, Screening room and a Chronicle Gaming Battle Arena.
During the day of the event 50 journalists from all over the world descended on the vaults for an exclusive press junket. Here, they had the opportunity to chat to the creators and key developers from the Runescape stables, get the behind the scenes look on what’s to come for 2016 and be the first to try out the new products.
Premiere Screening – Bespoke Currency, Documentary First Look and Impressive Cake Cutting
In the evening a lucky selection of 200 VIPs, fans and press were given the opportunity to attend the premiere. Upon entering the world of Gielinor guests were treated to a champagne reception and were presented with bespoke Runescape gold coins, not only creating a currency for the event but also providing guests with additional takeaway content for social sharing.
Audiences were then ushered into our pop-up state of the art screening room, to ensure the documentary got the premiere it deserved.
On the completion of the documentary there was only one way to celebrate Runescape’s 15th birthday as the game’s creators used a medieval sword to slice into a giant Runescape cake and then it was on to the Tavern where the party was already in full swing.
After Party – 3D Scanning, Head-to-Head gaming and Tavern Knees Up
In the tavern guests had the opportunity to challenge their fellow ‘scapers to a Chronicle Dual Battle, a bespoke build commissioned by Experience12 to allow players to experience Runescape’s brand new head-to-head offering. This unit was created to be resuable, allowing it to be used post event for further promotional activity and tours.
Guests also had the opportunity to be 3D scanned, automatically receiving a digital 3D avatar that they could easily share on social media. As a world first lucky attendees were then sent a fully branded 3D printed model with their head on one of Runescape’s most popular character bodies.
This activity was complemented by medieval bands, themed food and drink, a host of Live Role Players and a social sharing selfie mirror to ensure guests never ran out of content to share and enjoy.
We would like to take a moment to thanks Jagex Games Studio for bringing us in on this one, we truly had a blast! Also as ever wouldn’t have been possible with a host of collaborators old and new and all of which were as ever amazing.
If you’re on the hunt for something similar or, equally, something completely different then give us a shout! firstname.lastname@example.org
Jagex PR Agency: Premier PR
Venue: Bankside Vaults