Case Study: Xbox Activations at Fan Expo Toronto – Bringing Games to Life with Immersive Experiences
This past Fan Expo in Toronto, we teamed up with Xbox’s Experience Team to create two interactive activations, centered around highly anticipated game releases for 2024. Indiana Jones and Call of Duty: Black Ops 6. Our goal was to capture attention, enhance fan experience, and build buzz around these titles while also promoting the Xbox Game Pass. Here’s how we brought these iconic games to life and made an impact on the gaming community.
Indiana Jones Activation – Step Into Adventure
To showcase the upcoming Indiana Jones game, we designed an immersive photo opportunity that would instantly transport attendees into an adventure setting. Working with nothing more than a 10x10 wall we designed a vinyl wrap that would create the illusion of a cave entrance, allowing fans to feel like they were stepping into the world of Indiana Jones. Xbox’s team provided authentic props, including a leather jacket, whip, and fedora, giving fans the chance to dress up as the legendary archaeologist.
Each visitor received a digital photo on the spot, creating an immediate keepsake that they could share on social media. This activation wasn’t just about capturing a photo—it was about bringing fans into the excitement of the upcoming game, making them feel like part of the story, all while subtly reinforcing the Xbox brand.
Call of Duty: Black Ops 6 – Into the Combat Zone
For Call of Duty: Black Ops 6, the challenge was to recreate a brief, intense scene from the game’s launch trailer into an immersive experience. Xbox provided a three-second clip, and we took on the task of expanding this moment into a ten-second immersive video. Our team of animation and video designers worked to build and extend the scene piece by piece, making it visually compelling and interactive for fans.
Given the expo’s lighting restrictions, we creatively solved this challenge by incorporating digital lighting effects within the photo booth environment, ensuring the scene felt as dynamic as the game itself. With only ten seconds, we managed to recreate the intensity of Call of Duty: Black Ops 6 by immersing fans into a pivotal, iconic scene from the game’s opening. Rather than placing them on a battlefield, we transformed each participant into the "redacted soldier" featured on the game’s cover and in the launch visuals. This allowed fans to embody this mysterious figure, bringing them face-to-face with the suspense and anticipation that defines the Call of Duty experience.
Video of a person in the middle of the frame in front of a distorted map background. Black and orange colours flash and there is a caption titled “Call of Duty Black Ops 6”
Efficiency and Privacy-First Design
With an expected high turnout, efficiency was crucial. Both activations were designed to keep lines moving quickly and minimize wait times. We implemented QR code sharing for instant access to photos and videos, which also aligned with Xbox's privacy preferences, as it eliminated the need to store participant data.
Results and Impact
The response was overwhelming. With custom-wrapped booths that seamlessly integrated into the expo’s design, our setups were unmistakable highlights, drawing hundreds of eager fans throughout the event. Both activations collectively saw a turnout of thousands of participants and captures taken, with fans eagerly sharing their photos and videos on social media, spreading the word about the new games and the Xbox Game Pass.
In the end, our Xbox activations at Fan Expo Toronto weren’t just a series of booths—they were immersive experiences that left a lasting impression on attendees, reinforcing excitement for the upcoming game releases and the Xbox Game Pass. By blending creativity, branding, and strategic execution, we helped Xbox connect with fans in a memorable way that celebrated their brand and brought their games to life.