Bringing a new era of PC gaming to life for AMD’s Radeon graphics card launches

In the world of PC gaming, there is nothing more exciting than the launch of a flagship graphics card, and in the summer of 2015 all eyes were on AMD for the launch of their newest flagship product, along with a completely new line of graphics products tackling every PC gaming segment. The challenge was to maximize exposure of the products at launch in order to drive demand.

Stemming from the ignition workshop led by Willis Collaborative, we then built a compelling narrative for PC gaming enthusiasts and media centered around AMD’s new products driving “a new era of PC gaming.” The narrative was brought to life at the biggest gaming event in the world: the E3 Expo held each June in Los Angeles.

Willis Collaborative was responsible for scripting and producing a standalone livestream event named “AMD presents A New Era of PC Gaming”, which featured AMD personalities and experts and a range of third-party guests, who brought the story to life over the course of little more than an hour at the Belasco Theater in L.A., just minutes from the E3 trade show. Global media were in attendance, and AMD’s community was invited to tune in. Immediately following, press were invited to engage with AMD experts and partners one-on-one in order to inform their stories.

Later that night, in the same venue, AMD also sponsored the first-ever PC gaming-focused press conference produced by the leading PC gaming publication, PC Gamer. AMD had several segments throughout featuring AMD’s CEO Lisa Su, which were scripted and produced by Willis Collaborative. Here again, global media attended, and the gaming community enjoyed the show via livestream.

All told, more than a million people viewed the launch events, demolishing AMD’s old record for launch day impressions.

All told, more than a million people viewed the launch events, demolishing AMD’s old record for launch day impressions.