UNIQLO: METAL GEAR SOLID: PEACE WALKER LAUNCH

Client Feedback:

“Timebased made the whole event run so smoothly and thank you once again to you and your team for all your efforts…I really look forward to future events we can work together on”. UNIQLO

Creative Event Brief:

UNIQLO approached Timebased to help them celebrate their new collaboration with video game publisher Konami Digital Entertainment with an in-store signing from Metal Gear Solid (MGS) creator Hideo Kojima and lead MGS artist Yoji Shinkawa. This marked the product launch for Konami’s forthcoming MGS: Peace Walker video game for PSP™ (PLAYSTATION® Portable) and to honour UNIQLO’s collection of 10 limited edition T-shirts which all came with their own special code, that when entered into MGS: Peace Walker, unlocked the purchase so that the T-shirt could be worn by a character in-game. Timebased were asked to run the launch event, liaise with Westminster City Council, arrange security, book additional entertainment and manage the crowd to make the signing at UNIQLO, Oxford Street a safe and enjoyable event.

Event Planning & Approach:

Working together with our security team, Timebased developed a queuing system throughout the store which had minimal disruption to Oxford Street, the surrounding traders and also to the trade and merchandising within the UNIQLO store. To entertain the queue male models, dressed as the characters from MGS: Peace Walker, were booked to allow for photo opportunities, hand-out flyers and also to play on an installed interactive game area with guests. The first 20 customers in line on the signing day received an exclusive UNIQLO MGS: Peace Walker goodie bag, featuring a T-shirt and a copy of the game.

Event Management Results:

The launch was a hit with masses of eager video gaming fans queuing at the London Oxford Street store from 10:30pm the night before the event which started at 11am the following day. The total number of attendees was over 500 and Kojima completed these signatures for all his fans. UNIQLO and Kojima’s team were particularly happy with the way Timebased managed the crowds inside and outside the UNIQLO store.