To support the launch of the new Razer Stealth, Newbridge LIVE! was tasked with showcasing the Stealth and complementary Razer products to the millennial audience in fun and engaging ways with a goal to drive leads, hands-on interactions and sales.
How We Did It
We custom-built a 25’ self-powered and climate-controlled trailer housing seven different computer stations for product demos, a photo booth, virtual reality and stage for consumer interaction. Staying true to Razer’s brand image and aligning with its target consumers, we routed a national tour through key music festivals, comic cons, colleges and retail events over the course of 12 weeks, totaling 42 event stops nationwide. At each event, we showcased Razer products through various demonstrations featuring music, gaming, videos and general computer performance speed and power – all while discovering consumer passion points, allowing us to tailor our demonstrations toward their personal interests.
Throughout the tour, we generated consumer leads by incorporating an eye-catching Razer-branded tent which housed a national sweepstakes onsite which consumers entered by using Razer devices. We amplified Razer’s social media reach on the tour by incorporating a photo booth and social activation onsite which encouraged consumers to post photos to their social accounts using the tour specific #razertour hashtag.
We provided a total of 73,000 hands-on product demonstrations over the course of the tour, garnering 100,000 event site impressions and 1,800,000 road impressions. Consumer sweeps entries came in at a total of 11,200 to assist in building up Razer’s Database. Potential social impressions tallied up to be 11,800,000. Sales data is propriety to Razer.