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For PAX East 2014 in Boston, we collaborated with our pals at Bethesda to produce one of our most epic events to date – set in an alternate universe, we created a 1960’s themed extravaganza for the release of Wolfenstein: The New Order.
While the game exists in the shooter genre, we were eager to escape the tropes of the M-rated arena, creating an event experience that exuded a spirited sense of fun. So we went subliminal – producing a transformative period piece guised as a fictional record label’s annual showcase of new talent… but with an decidedly European twist. The evening’s activities included a live band performing 60’s American pop hits (in German); a dapper MC playing host (also speaking almost exclusively in German); and 30 extras in era-specific wardrobe, dancing up a storm.
Attendees walked away with a boatload of exciting swag, like one of three collectible 45s vinyls pressed specifically for the event and several variants of a hand-silkscreened gig poster. Beyond the eBay aftermarket frenzy that followed, the Neumond Recordings’ activation also took home the trophy for Best Experiential Campaign (Game Connection Marketing Awards).