Marvel SNAP Launch

Marvel SNAP, (a partnership between Bytedance, Nuverse, and Marvel) was about to launch its first ever, fast paced, strategic card battler game— Marvel SNAP. The free to play game brought together every character in the Marvel multiverse, which had never been done before! Our job was to use NY ComicCon to drive pre-release buzz, game downloads, and get influencers and attendees to share on social.

To showcase the game and tap into Marvel fandom, we created a multi-media, tech infused, Marvel SNAP experience that immersed people into the story by recreating details of the cinematic gaming trailer. This included the Daily Bugle building with a hidden Spiderman, Oscorp, a NYC bodega and other details—providing attendees with endless Marvel photo ops. At the center of it all was our show stopping activation— The Marvel Snap Collectors Cube Experience.

Modeled after the iconic Cube within the game, as people stepped inside our giant Marvel SNAP Collectors Cube, they were instantly transported into a mind-bending, game fueled, cosmic content capture ride. We utilized digital screens hidden behind two-way mirrors, showcasing over 50 pieces of custom animated content and 200+ Marvel SNAP cards. A 360° soundscape featured SFX and authentic character voiceovers. Mirrors across every surface made it feel like you were drifting in infinite cosmic space; on a fast moving never-ending elevator ride; and at the center of a live "in-game" card battle. It was all designed to ensure attendees, and TikTok and gamer influencers, could capture content from every angle, creating endless variations to share on social.

First look gameplay stations surrounded our space giving guests a chance to play, QR codes enabled them to scan for an advance link to download the game, and dozens of Marvel easter egg graphics were hidden for superfans. Giveaways, and the chance to meet the developers and gaming influencers rounded out the experience.

The experience garnered over 200,000 live attendee engagements, over 130 Million Media Impressions, and helped Marvel generate over 5.4 Million downloads for the game in just the first week, breaking records!