PopCap Games

OBJECTIVE
To create the casual game industry’s first-ever splashy press launch for industry leader PopCap Games’ Bejeweled Twist.
PopCap Games
PopCap Games
PopCap Games
PopCap Games
PopCap Games
SOLUTION
The unusual launch, dreamed up by TPN, featured PopCap’s CEO and young founders against a backdrop of a tongue-in-cheek stage show, complete with a heavily accented mad scientist character (Dr. Filberto Pignolia, “gyrational specialist”), a steam-punk “ROTATOR” stage prop, an enormous LED wall shimmering with PopCap and Bejeweled content, gem-toned decor and interactive gaming stations manned by PopCap employees in sparkling silver vests.

As part of the launch crescendo, six aerialists in metallic “Jetsons”-style attire ascended to hoops to illustrate the twisting mechanism of the new game.

“In my wildest dreams, this is what I imagined — and the feedback from the attending press has been universally and equally enthusiastic.”
— PopCap PR Director, Garth Chouteau

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