2K Games

PAX West

Project Tags:

Gaming
Trade Show Exhibits

A Taste
of 2K

2k Games wanted to rev up for the release of their game “New Tales from the Borderlands,” so we brought Fran’s Frogurt truck to life and drove it straight from the Borderlands to PAX West in Seattle. We created designs from scratch to bring the game into 3D. The result? A truly immersive activation where fans experienced the Borderlands in new, tangible ways—while munching on a delicious, customized frozen yogurt in either Promethea-pink or frosty-frogurt-blue; sharing a photo op with cosplay Fran, one of the New Tale’s newest characters; and checking the bottom of their frogurt cup for the chance to win an official staff shirt—just like the ones that the characters in the game wear. QR codes could be found on the flyers, the menu, and the truck itself to route fans to a pre-order link for the game. Guests were also encouraged to come to the truck each day of the event and collect unique character cards with each visit.

Project Description

2k Games wanted to rev up for the release of their game “New Tales from the Borderlands,” so we brought Fran’s Frogurt truck to life and drove it straight from the Borderlands to PAX West in Seattle. We created designs from scratch to bring the game into 3D. The result? A truly immersive activation where fans experienced the Borderlands in new, tangible ways—while munching on a delicious, customized frozen yogurt in either Promethea-pink or frosty-frogurt-blue; sharing a photo op with cosplay Fran, one of the New Tale’s newest characters; and checking the bottom of their frogurt cup for the chance to win an official staff shirt—just like the ones that the characters in the game wear. QR codes could be found on the flyers, the menu, and the truck itself to route fans to a pre-order link for the game. Guests were also encouraged to come to the truck each day of the event and collect unique character cards with each visit.