The Firm: Premier Productions is organizing a pop up event for Activision to promote social awareness of gun violence and differentiate reality from fantasy in video games. The event will include informational sessions and gaming for children during the day, and a themed party at night with food, decor, and information related to Activision games and gun violence. The goal is to increase brand awareness and sales for Activision while promoting corporate responsibility around these issues.

1. The Firm: Premier Productions
Positions: Development Manager – Sydnie Baker
Public Outreach Manager- Ashley Liggins
Social Media Manager-Tyra Virgil
Brand Manager- Briayna Knighten
Fundraising Manager- Tzviah Benshalom
Client: Activision
Strategy: Pop Up Event
Brands: (Day) Angry Birds, SpongeBob, Skylenders, and Moshi Monster.
(Night) Call of Duty, Black Ops, Modern Warfare, Ghost
Goal: Eradicate negative connotations of video games and their violence as well as promote the
social awareness campaign against gun violence in a creative yet impactful way
Creative Brief:
OBJECTIVE: To create a high level of brand awareness as well at create corporate
responsibility, while also increasing sales.
CHALLENGE: Parents should engage their children in alternative forms of entertainment.
Getting users to differentiate between “reality” and “fantasy”.
TRUTH: Activision has various video games that portrays violence. The video games are a
form of entertainment.
ANSWER: Pop up event.
Insight: Gun violence is a prevalent issue in our country today. Gun violence is in the media
almost on a daily basis. Statistics show that children are affected at a much higher rate than in
previous years. In wake of tragedies such as Sandy Hook, the Save Children Not Guns
Foundation is working to bring awareness to the issue and also provide opportunities to take
action towards a safer environment for everyone. The National Institute of Justice notes,
“People between the ages of 15 and 24 are most likely to be targeted by gun violence as opposed
to other forms of violence. From 1976 to 2005, 77 percent of homicide victims ages 15-17 died
from gun-related injuries. This age group was most at risk for gun violence during this time
period. Teens and young adults are more likely than persons of other ages to be murdered with a
gun. Most violent gun crime, especially homicide, occurs in cities and urban communities.”
Cause Branding, Pro-Social Message:

2. We will partner with Best Buy and Game Stop in order to facilitate a drive where guests will be
able to bring or mail in old games that will either be recycled, traded in, or donated at the guests‟
discretion. Recycled games will benefit the environment. Donated games that are still operating
will be given to charity and those that don‟t work will be recycled. The trade- in option allows
guests to give their old games and receive a new game in return or a gift card to Best Buy or
Game Stop.
Competitive Landscape: Wargaming America
Strengths: # 1: They create strategy video games that appeal to the same target
demographic as Activision.
#2: They have a strong pro-social message that is geared towards supporting veterans.
They’re Weakness, Our Strengths: War gaming America is a smaller publishing
company with only three video games, compared to the many games that Activision has
created. Also, War gaming‟s pro-social message only appeals to a specific group, while
our social message benefits everyone.
Target demographic: parents, children, politicians, executives
Sponsors: Activision, Rovio Entertainment, Nickelodeon, YouTube
Strategic Partners: Best Buy, Game Stop
Digital:
„Pinterest‟ – We will use Place Pins to share destination information with attendees
gathering for the day and night party. Boards will be embedded on our event‟s Web site
or shared via email, and users can access them via Pinterest‟s Android and iOS apps for
on-the-go access.
Website: Our company website will display key information pertaining to our various
pop up events.
Twitter: We will use the social networking site Twitter to keep an open line of
communication with our clients and potential clients. Twitter will allow us to tweet event
locations, times and dates.
Instagram: We will use the social networking site Instagram to post pictures of our pop
up events. In addition to posting pictures we will also add videos during our events.
Press and PR:
News Coverage: We plan on communicating with local media outlets to inform the
community of the pop up event. We would like to include are coverage in local
newspapers, magazines as well as local TV broadcasting. Coverage in the press will raise
awareness.
Word of Mouth: Since we are a smaller start up company, we still rely on many cost
effective techniques to promote our business. We will post flyers at local businesses, bus
stops, and various retail stores as well as pass out flyers.

3. Event:
Concept: Day Party/ Night Party
Day Party Logistics: The event during the day will begin with informational sessions for parents
and children. There will be three sessions and each will have two different sections to alleviate
wait time for guests. After attending three sessions, the parents and the children can enjoy the
arcade sponsored by Activision. After each session is completed the children will be given
tokens in order to play the various games.
Location: Indoor playground (similar to Chuck-E-Cheese)
When: July 19, 2014
Food and Beverage: All American finger foods, assorted candies
Giveaways: Gift bags
Sessions:
1. Police Department gives tips on gun safety and strategies in case of an emergency
2. Includes a thought proving clip about gun violence
3. Informative session on gun laws that ends with the opportunity to sign a petition
Night Party Logistics (Theme and Color Story included): „The Call to Duty‟ will be the overall
theme for the nighttime events. Each floor will have a different design based on actual Activision
games.
The first section will be a mixer catered with food and drinks for party guests. The room will
have an all-white Ghost theme. The décor will include shot themed accoutrements.
The second section will have a Modern Warfare theme. The color will be black and the lighting
will be illuminated through the furniture, in a neon green color.
The third section will have a Black Ops theme. Where projections and other resources will be
used to inform guests of valuable information about gun violence. Black with silver accent.
Location: 201 Mulberry Street, Open House Headquarters New York, New York
When: July 19, 2014
Food and Beverage: Shot themed appetizers. All food and drinks will be served in shot glasses
throughout the night.
Furniture Vignette: Illuminated bar and lounge furniture to serve as accents in the Modern
Warfare room. White, black, and metal accent furniture throughout the venue.