Company: FG|PG, Huntington, CA
Company Description: FG|PG is one of the largest WBENC-certified woman-owned marketing experience creative and production agencies in the US. We create emotion-driven, human-to-human experiences, bringing together people, technology, content and culture to drive authentic brand love business results.
Nomination Category: Event Categories
Nomination Sub Category: Brand & Experiences - Exhibition Experience
 Nomination Title: Marvel SNAP Launch
- Which will you submit for this nomination, an essay of up to 525 words describing the event - its genesis, goals, development, and results - OR a video of up to five (5) minutes in length describing the same? CHOOSE ONE:
A video of up to five (5) minutes
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video:
- If you are providing a written essay of up to 525 words about your nominated event, place it in this space. Make sure that you address the genesis, goals, development, and results of the event, and mention that date(s) on which the event was produced:
Total 341 words used.
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!
- Optionally, list the appropriate creative and production credits for the nominated event, such as the following: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:
Advertsing Agency: FGPG / Huntington Beach, CA
Client: Bytedance / Los Angeles
Client: Nuverse / Shanghai
Client: Second Dinner / Irvine, CA
FGPG Team Credits:
Chief Creative Officer: Phil Koutsis
Chief Executive Officer: Frederique Georges
Chief Financial Officer: Melanie Chomchavalit
General Manager: Nick Peery
Technical Director: Justin Truluck
Designer: Lesley Abacar
Designer: Doug Wong
Creative Technologist: David Cicirelli
3D Designer: Kris Cerola
Associate Account Manager: Lindsey Johnson
The Shop at Showready Credits: Fabrication Agency
General Manger: Danny Pritzos
Engineering Manager: Bob Conway
Project Manager: Mike Kuehn
Bytedance Client Team:
Marketing and Brand Lead Bytedance / Nuverse / Marvel SNAP: Rishi Mohan
Brand Lead at Bytedance / Nuverse / Marvel SNAP: Melanie McCracken
Marketing Associate at Bytedance: Allen Tan
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