Starr Park CCTV
Award: Wood Pencil
Wood Pencil / Gaming & Virtual Worlds / Brand Experience / 2024
For Brawl Stars' 5th anniversary, we launched a six-week interactive scavenger hunt, allowing players to explore the game's backstory via a CCTV Security Room simulation of Starr Park as it was in 1995. This immersive in-game experience featured live footage from 54 cameras & 30K park patrons within a virtual park built in Unreal Engine. Players investigated the park's transformation into a battleground via animated story drops, mysterious journal entries, & voicemails. CCTV attracted 89M visits, significantly boosted community engagement, and led to the highest player numbers in three years.
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