The Challenge

Gaming and lifestyle brand 100 Thieves, along with brand partner JBL, wanted to hold an unforgettable product reveal party for their latest collaboration on the new JBL Quantum One gaming headset. The challenge was to redefine how premium gaming culture brands show up at moments like these, through sound and music and gaming culture, while leaving followers and fans wondering what other unforgettable experiences are to come next from 100 Thieves.

The Solution

We produced a fully immersive experience bringing to life the world of 100 Thieves x JBL in a forward thinking and culturally relevant way that simultaneously celebrated the evolution of gaming and sound. 

Guests entered the space, and had the opportunity for a photo with our retro TV wall, journeyed through the 8-bit hall highlighting the history of gaming and sound, then entered the 100 Thieves Arcade to play on games from the 80’s to the 2000’s before “leveling up” into the outdoor space complete with open bar, food trucks, and a state-of-the-art stage and sound system. 

At the peak of the evening, guests enjoyed a  live performance from Gunna, leaving them raving about the JBL x 100 Thieves collab.

The Stats

762 gaming and lifestyle industry guests 
500MM social reach 
465MM media impressions  
14 minutes to sell out the new product