A multi-layered, guerrilla-style take-over activation at Pax West
In a novel collaboration between Warner Bros. Interactive Education and Uber to promote the release of the MadMax Video Game, we rolled out a fleet of fan-built wasteland vehicles branded with custom paint and die-cut stencils.
Lucky convention-bound Uber customers were able to select a free-ride with a War-Boy using and event specific Madmax icon in the app. Eligible rides were set by a geo-fence to a 5-mile radius of the convention center to keep the War-Boys circling the target audience.
Our team rallied community cosplayers, our brand ambassadors and our drivers for flash-mob photo meet-ups in front of the convention center.
The activation was wildly successful garnering almost 300 million earned impressions and landing coveted PR coverage in traditional outlets like The Verge, Complex, Maxim, Entertainment Weekly, Popular Mechanics and Business Insider.
