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Guitar Hero Live amps up festival-goers.

One of the biggest music game franchise of all time returned to rock festivals over the summer, including Bestival 2015.



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To mark its explosion back on the gamer scene after a five-year absence, pop culture phenomenon Guitar Hero Live partnered with Sense to create ‘The Amp’ – a two storey, immersive rock star installation that gatecrashed this summer’s UK festivals.

Festival-goers were among the first people in the UK to try out Guitar Hero Live’s innovative new gameplay and the all-new guitar controller. Guitar  Hero Live mode puts gamers onstage, looking out, creating a heart-stopping first-person perspective as a real crowd reacts to the notes played. Meanwhile, Guitar Hero TV is a playable music video network, where gamers can play along in real time, discover new music, and challenge friends around the world.

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In The Amp’s downstairs studio, all festival-goers were invited to play the new game before its official release date 23 October 2015, and pre-order the game for a chance to win an exclusive signed controller. Meanwhile, upstairs was about making consumers feel like real stars – Sense’s talent scouts scoured the crowds to cherry-pick potential talent, inviting them to the VIP backstage area complete with their devoted fans grabbing a selfie, music journos looking for a scoop and of course their personal ‘rider’.

“Guitar Hero Live wanted an experience that matched the iconic nature and stature of this massive game launch to wow fans, draw in potential new players and drive advance orders,” explained Nick Swift, Senior Account Director at Sense. “The new game’s key hook is its authenticity and immersive gameplay. This tour will amplify (forgive the pun) these qualities to a highly targeted consumer base, while creating a beacon for the brand at festivals now and in future.”

Click here to see Event Magazine’s photo story of the festival season’s hottest brand experience