Mario & Sonic First Look event for London 2012

The intention of this event was to be the first showing and hands-on experience of the new Wii version and the 3DS version of the Mario & Sonic Olympic videogame ahead of the London 2012 Olympic Games. Sega also wanted to build on the hype that the 2012 Olympic games are in a European city which is easily accessible and easily recognisable for many consumers around the world.

The brief given to Vantage Point was for an iconic London venue that is also practical for a mixture of interviews, activities, tours, presentations and entertainment. The venue selected was The Tower of London with accommodation at the nearby Guoman Tower Hotel.  Attendees to this event included the Sega Japan Development Team, ISM & LOCOG Representives as well as World Press attendees. Special guests included Jonathon Edwards and ‘the Queen’.

Day one commenced with a welcome presentation from Mike Hayes – CEO of Sega.  A series of presentations then followed including an introduction to London from LOCOG, a speech from special guest Olympian Jonathon Edwards, a dynamic stage presentation from the games developers at Sega of the Wii platform and the grand reveal of the 3DS platform. This was also the first hands-on time guests could spend on the new game Mario & Sonic video game. The day was rounded up with an evening of red and blue on a river boat seeing the sights of London whilst being entertained by the Pearly King and Queen.

The final day began with individual interviews and then concluded with an exclusive traditional London bus tour of the Olympic Park site and then other sites being used for the Olympics such as Greenwich Park, the O2, Hyde Park and the Royal Horse Guards.

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