Turning Festival activation up to 11

Brand challenge

Generate buzz around the re-launch of Guitar Hero game which incorporates a first-person view, performing with a real band to a real crowd, with real reactions.


The standard industry model of just letting the game content do the heavy-lifting, propping up pods under a white canvas tent while passers-by get a view of the back of lots of heads, was not sufficient. Our approach was to stay true to the core principles of the game and give festival-goers an amplified experience of what it’s like to be a ‘real’ rock star.


The Amp - a 9m long, 6m high festival icon which housed a highly immersive and theatrical experience that allowed festival goers to unlock their inner rock god - or for those less daring - a chance to demo the game.