The Ask In early 2012 GREE asked D/C to pitch a comprehensive solution to position and build awareness for a new product they intended to launch that year, the GREE platform — a worldwide mobile social gaming developer and player community.
The Approach The most audacious of the stunts we proposed, was meant to raise excitement for GREE to a “fervent believer” pitch and to actually disrupt the extremely hectic Comic-Con atmosphere in San Diego.
(In homage to Abbie Hoffman, Jerry Rubin, Allen Ginsberg and The Fugs’ 1967 happening) we sent an email to the early adopters. It delivered a video from “The Guru” pleading for their assistance in a few months to help “Leviate Comic-Con.”
On the (soon to be levitated) grounds in San Diego, we publicized the happening with flyers and badges for anyone who opted into the event. Hashtag laden tweets from Nerdist luminaries, as well as a live video feed on the GREE social channels filled “the tubes” as the appointed hour arrived. When the clock struck four, the event center “rose” with a rapturous performance from “The Guru” and his ecstatic backing band.
