It felt like the beginning of the end. Zeroed in on one of the busiest gas station in Los Angeles, we built a huge buzz moment for Mercenaries2 -EA’s Armageddon-era first-person shooter game - by giving away the most precious asset in the game’s storyline, gasoline. The high-octane liberation was conducted by hired actors who portrayed game characters complete with camouflage, military gear and make up while handing out promotional materials.
The big work was done in pre-planning with multiple site visits including media & creative partners. The final deployment functioned like a tactical special-ops team, moving in at midnight and converting the gas station to its apocalyptic alter ego overnight. With all permits pulled and security in place, removable low tack stickers worked the makeover and all staff and the production team were on site, locked-and-loaded when the cars started lining up at 6AM to receive $60 worth of free gasoline.
Needless to say, it didn’t take a doomsday scenario to make headlines. The press was huge. Gas was given out to 1,300 cars in a single day.