Make Fans.
Leveling up a gaming activation.
Alienware’s superior products are a favorite among gaming enthusiasts and fans alike. We needed to attract both to the featured activation in the Village at Dell Technologies World. Alienware wanted to bring a B2C gaming experience to this B2B premier tech event. They wanted a large-scale, product-driven activation that would entertain a diverse audience with varying levels of gaming experience.
This also marked Dell Technologies World’s first return to gathering in-person since the pandemic shutdown. Creating a space where this community of technology executives and professionals, influencers, media and fans could reconnect was a top priority.
Services
Gaming Arena Design and Production
Creative Direction
Brand Expression
Immersive Experience Design
Scenic / Environmental Design
Event Management and Production
Interactive Gaming Experience
Solution
Drawing inspiration from Alienware’s Defy Boundaries campaign, we created an “explosion of experiences.” The activation itself defied boundaries, with elements extending beyond the designated space. On the floor, rays of carpet stretched outward from our center stage, spotlighting demo stations and other interactive engagements. Flown, colorful shards of fabric echoed the “explosion” overhead. There was a boomerang photo booth, ping pong table, Dungeons and Dragons character creation stations, and board games like Scrabble and Jenga to draw a wider variety of attendees and to encourage even more play. It was a space for attendees to connect, explore and experiment with Alienware’s products, free from restraint.
A 7-foot tall alien head rigged from the ceiling served as a beacon to draw people into the space. While the Village was designed to look like a park with lots of greenery, Alienware’s vibrant and eye-catching purples and blues disrupted the room. Every scenic element from the branded hexagon gobos to the large jumbotron hosting gameplay and stunning visuals could be seen no matter where you were in the Village. Coupled with high-energy Shoutcasters hyping up the crowd, the Alienware Arena permeated a can’t-miss sense of FOMO throughout the week.
The main event was our gaming arena stage, with nonstop programing across all four days. Attendees filled the arena seats and crowded around to watch influencers and professional gamers face-off in Hearthstone and APEX Legends. In between, the attendees could take the stage themselves to see how it felt to game like a pro. Former NFL football player, Brian Orakpo, an avid gamer, brought in the most traffic when he sat center stage to play Rocket League with and against lucky attendees.
Alienware has a strong collaboration with Team Liquid, a professional esports organization. A spot in the arena featured Team Liquid’s
Pro Lab, a new pro player training space featured in their recently expanded Alienware Training Facility. The activation shared virtual tours of their facilities, along with activities that show how the pros train, like the interactive blaze pods that tested your speed and agility.
Result
The Alienware activation was a resounding success—it generated buzz while building community and creating meaningful connections. The activation drew non-stop traffic over the course of the event. Photo opportunities with pro gamers and images of all the action in the arena blew up social media, igniting interest in Alienware’s full spectrum of gear—well beyond the event itself.
