Lightship Launch

Niantic, the pioneering developer behind popular augmented reality games like Pokémon GO, had already earned a best-in-class reputation for Lightship, its innovative augmented reality developer toolkit. However, creating an unbelievable product isn’t enough in the ever-evolving tech and innovation landscape. It’s got to be launched with maximum buzz and impact to make a mark and gain the attention of key developers and stakeholders. 

Niantic had four objectives. First, they should be positioned as a leader in AR technology. Second, it should win the hearts and minds of developers around the world. Third, it should showcase the Lightship Developer platform to drive product adoption. Fourth, it should develop and stage five global experiential events held simultaneously. These included a virtual global keynote presentation, a VIP event in San Francisco, a private party in London, a press conference with Niantic executives in Tokyo, and sponsorship activations at the 2021 AWE conference in Santa Clara. A combination of live and virtual storytelling created a multi-pronged, multi-media experiential campaign for the events. First, Niantic’s top leaders were featured in a keynote scripted presentation. Custom immersive environments were designed and built for all three experiences. Each produced bespoke merchandise and ensured global continuity. The campaign exceeded expectations/KPIs and won “Best in Show” at AWE.

  •  20,000+ Viewers
  •  7,000+ Developer Leads Generated
  •  500M+ Impressions
  •  Best in Show at AWE 2021

Created as a Creative Director at ADVOC8