EA boss Keith Ramsdale has hailed the ‘unprecedented’ exposure the firm received after its Be The One event at the London Games Festival – and hinted that it may host an even more ambitious showcase next year.
As revealed by MCV, Be The One was the most high profile marketing stunt in the UK games industry’s history.
The company took over Trafalgar Square for three days, drawing in 30,000 people to a ‘mini-festival’ where titles such as The Simpsons Game, Rock Band and Need For Speed: ProStreet were promoted on stage by both celebrities and lavish ad hoardings.
The mainstream press and consumer reaction has been incredible,” Ramsdale told MCV. Trafalgar Square is a high traffic site in London and the exposure it has generated for EA, and the industry at large, was unprecedented.
Our EA experience needed be innovative, bold and spectacular enough to ensure it was fully in the spotlight, attracting mainstream media attention, print, online and TV at the same time as encouraging participation and being completely accessible for everyone attending. We think we achieved that.”
The show attracted tens of thousands of consumers, despite overcast weather – and Ramsdale went on to hint at a bigger and better event for London Games Festival 2008.
He added: Given a larger communications window for the event and more clement weather, who knows what could be achieved if we were to do it again next year.”