This case study details Crowd Culture’s successful execution of large-scale activations for three key clients at PAX Aus 2023, a leading gaming expo attracting over 80,000 attendees. As a leading experiential marketing agency, Crowd Culture was thrilled to contribute to the event’s success by creating impactful activations for several high-profile clients.
PAX AUSTRALIA 2023
PAX Aus 2023 - A Gaming Powerhouse
PAX Aus 2023 served as a vibrant hub for the Australian gaming community, drawing in over 80,000 enthusiastic attendees. This three-day expo provided a platform for gamers to experience the latest releases, connect with fellow enthusiasts, and celebrate their shared passion. As a leading stand builder with a proven track record in crafting impactful experiences, Crowd Culture played a pivotal role in bringing this electrifying event to life.
At Crowd Culture, we specialise in transforming brand visions into tangible realities within the gaming industry. Our team of experts leverages a deep understanding of the gaming audience and translates that knowledge into immersive experiences that foster lasting connections between brands and consumers. Through meticulous planning, innovative design, and flawless execution, we create large-scale activations that not only grab attention but also drive engagement and brand recall.
PAX Aus 2023 provided the ideal platform for Crowd Culture to demonstrate our diverse skill set. We collaborated with four distinct clients, each with unique goals and target audiences. Here’s a detailed look at the captivating activations we brought to life:
McDonald's
For McDonald’s, our challenge was to create a welcoming and engaging space that aligned with the fast-food giant’s brand identity while resonating with the gaming audience. The solution? The “Maccas Lobby,” an interactive space where fans could play alongside esports players from Team PWR under the iconic golden arches.
Key elements:
Interactive gaming stations, branded seating areas, social media integration, and giveaways.
Results:
Increased brand awareness, positive social media engagement, and foot traffic to the McDonald’s booth.
Crunchyroll
Crunchyroll sought a stand that would differentiate them from competitors and create a strong visual impact. Our response was a custom-designed space featuring a captivating fabric archway and a large halo, drawing attention from all angles. The stand incorporated branded graphics, product displays, and interactive elements like claw machines to create an immersive anime-inspired experience.
Key elements:
Custom fabric archway, large halo, branded graphics, comfortable seating, product displays.
Results:
Increased brand visibility, engagement with the target audience, and opportunities for product promotion.
CODE NZ
Our partnership with CODE (Centre Of Digital Excellence) NZ has evolved over the years, with their stand growing from 54 sqm in 2022 to a substantial 108 sqm in 2023. This expansion allowed us to create a more immersive and engaging experience for attendees, showcasing CODE NZ’s commitment to the gaming industry. The increased space facilitated more in-depth interactions with potential partners and developers, leading to significant business opportunities.
Key elements:
Strategic halo placement, clear and concise branding, product demonstrations.
Results:
Enhanced visibility, increased booth traffic, and opportunities for lead generation.
Beyond the Build: The Crowd Culture Advantage
Crowd Culture’s success extends beyond crafting impressive stand designs. Our team prioritises meticulous planning and seamless execution to ensure each activation functions flawlessly throughout the event. This includes managing logistics, adhering to strict deadlines, and fostering a collaborative environment with all stakeholders involved.
The Impact of PAX Aus 2023
Crowd Culture’s diverse portfolio at PAX Aus 2023 serves as a testament to our versatility and ability to cater to a wide range of client needs. From crafting a welcoming debut space for McDonald’s to delivering an epic experience for Crunchyroll fans, we leave a lasting impression on both brands and attendees.
As we look forward to PAX Aus 2024, we’re excited to continue our partnership with loyal clients and collaborate with new brands seeking to make a lasting impression on the gaming community. Stay tuned to see what innovative activations we have in store for the upcoming PAX event!
Check out the montage video here:
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Not quite sure you are in need of an experiential design concept?
No problem. Crowd Culture offers 30-minute, obligation free, strategy sessions, which are designed to allow us to:
- Identify your core activation needs
- Identify potential pain points for design and delivery
- Determine budget parameters and financial limitations
- Meet the Crowd Culture Team and see if we are the right fit for your Brand
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