Event Marketer Summer 2023 - 82

BEST TRADE SHOW
ACTIVATION
EX AWARD WINNER
CAMPAIGN: The Peripheral: Fabricate the
Future
CLIENT: Prime Video
PARTNER: Giant Spoon
Amid the merch stands and mini galleries at
New York Comic Con was the Forever Fab 3D
print shop. The immersive activation promoted
Prime Video's sci-fi drama " The Peripheral " and
allowed attendees to step into the dystopian
series, in which protagonist Flynne Fisher
tries to hold together the pieces of her broken
family between two timelines: " 2032 Clanton,
NC, where she works in a 3D print shop, and
2099 London where the future comes calling
for her. "
As consumers stepped inside the print
shop, they discovered that it was more than
meets the eye. Unusual items lined the walls,
coded messages flashed across screens, and
a stranger warned consumers about " a future
in jeopardy. " Then, things took a strange
turn-transitioning from a simple tour of the
store to " a dystopic head trip. " Screens glitched
revealing strangers peering back through the
monitors, printer lights flashed from blue to
red, and attendees heard someone from the
future summon them by name. Tensions rose
as attendees " heaved open " an industrial door
to escape, only to find themselves in a dark
void.
Suddenly, a woman's voice spoke and
attendees found themselves inside an
elevator (room with panoramic screens) that
quickly climbed past mysterious floors, before
revealing 2099 London. Before anyone could
ask questions, the conversation cut short and
the simulation dissolved into darkness. As
consumers exited, their phone buzzed with
an email sent from an unknown entity with
a 2099 timestamp. They opened it to find a
message: their fortune foretold-10 years in
the future.
Among noteworthy production details were
choreographed light and sound sequences
that escalated as the experience wore on,
functional printers programmed to bring
actual 3D models to life throughout the
weekend and Easter eggs, like employee of
the month plaques of the characters and inworld
business cards with an actual number
consumers could call.
At the end, consumers received a fanny
pack with a cryptic note from Flynne inside
and #ThePeripheral and Prime Video branding.
Entering the print shop, guests got custom
Sugar Lab 3D-printed lime candies. More than
3,200 attendees went through the experience
over the four days of NYCC, generating more
than 2.3 million impressions.
82
EVENT MARKETER SUMMER 2023
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https://www.nxtbook.com/accessintelligence/EventMarketer/evm_mrd_december-2023
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https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2022
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