Turning a festival activation up to 11
To generate a buzz around the re-launch of the franchise with Guitar Hero Live – the first version where you as the player take center stage.Real World Thinking
The standard industry model of just letting the game content do the heavy lifting, while passers-by get a view of the backs of lots of heads, wasn’t good enough. We wanted to stay true to the core principles of the game and give festival-goers an amplified experience of what it’s like to be a ‘real’ rock star.
Say hello to The Amp – a 9m long, 6m high festival icon which housed a highly immersive and theatrical experience that allowed festival goers to unlock their inner rock God.
Inside was a main stage, recording studio, A&R staff, and even a green room to relax in after their performance - the full rider of superstar needs. And those who wanted to play the game their own way, without the big show, could jam backstage just like they would at home.