The Detail

TED fastidiously recreated the iconic aspects and scenes from the FF Franchise inside a 20,000 square foot warehouse, as the backdrop to the launch event. Influencers were given the chance to apply for invitations the event, which allowed TED to orchestrate balance of media and influencers to attend. TED brokered a deal with Odeon cinemas which allowed for circa 30 more live events to happen in cinemas across the UK and Europe. The Live Stream one hour show, featuring the game director, actors from the movie franchise and a host of guests and fans, was broadcast globally on IGN, Odeon Cinemas and FF social channels. Four rooms of theatrically dressed scenery, facilitated by actors playing the major characters from the game, provided a moving feast for the lucky attendees, and also enabled a fluid moving through the live stream – taking the viewer on an adventure through each section of this epic brand experience. The Japanese game director Hajime Tabata said ‘I’ve never seen a launch that is so authentic and so well planned’. Over a million fans watched live on the night, with close to 5 Million views within a week before launch.