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Car park is latest setting for experiential launch

By Joss Davidge

We're strong believers that a great experiential campaign can transform the most boring space into exciting and memorable brand experience, and this video game launch proves just that.

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Instead of offering the standard midnight sale for its newest game release, this US-based video game retailer transformed an ordinary car park into an video games arcade where gamers could play the new release on large inflatable movie screens.

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