PAX Australia Dishonored 2 Digital Launch Strategy.
Services: Strategy \ Digital \ Activation \ Social
Take back what's yours.
In 2016 Bethesda Australia decided not to do their usual stand at the PAX AU Expo for the first time, instead opting to try something different. Digilante proposed a Bluetooth enabled mobile activation that transformed the Melbourne Convention Centre into an alternate Dishonored 2 world with a Beacon activated mobile game.
Unlock your Powers at PAX AU.
Digilante placed Bluetooth beacons in strategic places around the convention centre which when discovered unlocked a unique character power for the two main characters, Emily & Corvo. The activation was also supported by social media and a digital content hub which hosted information about the competition and pulled in conversation in real time.
Engaging gamers in a new way.
The response from event attendees and across social was overwhelmingly positive. The app was an unexpected PAX addition, and a high volume of engagement and positive sentiment was recorded both pre and post the event. Bethesda, both local and global, loved the app and the framework will now be repurposed for activities in the future.