The Brief

To launch the Alienware X51, the world's smallest gaming desktop in a cost-effective manner.

Describe how the promotion developed from concept to implementation

We realised that gamers enjoy a challenge as much as they don't like giveaways. We thought of ideas that would intrigue and engage gamers by making the product seemingly inaccessible. At the client's desk, Laser Lockdown was chosen as the apt launch vehicle. Without further ado, we approached an event management agency who shared our enthusiasm and agreed to execute the idea in record time. Meanwhile, we worked on all communication required in the build-up to the event. Within 2 weeks, we had our first laser arena up and running. The response wasn't a surprise.

Describe the success of the promotion with both client and consumer including some quantifiable results

The Laser Lockdown arena had over 10,000 visitors with 2,000 of them attempting the challenge. 2 winners walked home with an X51 each. In conclusion, the Alienware X51 launch created more buzz than it had bargained for.

Explain why the method of promotion was most relevant to the product or service

What better way to launch a gaming desktop than with an interactive game. Laser Lockdown was the perfect amplification of the thrill of gaming on the Alienware X51.