- TBCActivation days
- TBCPlayers on-site
- TBCContent pieces
- TBCCities covered
01Overview
Honour of Kings needed a regional push that did more than run ads. The game already had an audience here; the job was to give that audience somewhere to turn up.
02The challenge
Mobile games live on a five-inch screen. Everything that makes them exciting (the timing, the teamwork, the near-misses) is invisible to anyone standing next to the player.
The campaign needed a physical form that made that excitement legible in a public space, without losing the visual language players already recognised from inside the game.
03Our approach
- Translate the game, don’t decorate itColour, type and motion pulled from the title itself, then rebuilt at a scale that works on a wall rather than a screen.
- Build a room worth standing inPlay stations, sightlines and a screen wall arranged so spectators could follow a match without holding a phone.
- Shoot for the feed firstEvery angle in the space was framed as a vertical crop before it was built, so social content came out of the day rather than being staged after it.
- One team, on-siteDesign, build, photography and edit run by the same crew, so decisions made at 9am were live by noon.
04Execution
The activation ran as a rolling programme rather than a single moment: open play, scheduled matches, and a screen wall that kept the room watching between rounds. The studio handled the environment build, the on-ground art direction and the full capture, cutting content between sessions.
05Results
- A physical expression of the game that read correctly to existing players
- A steady stream of vertical content produced on the day
- A modular activation kit that travels to the next city
- Photography and footage delivered as a complete library
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