ABM Arcade SXSW

THE CHALLENGE Make a statement with Activision Blizzard Media’s first SXSW activation: disrupt dated gaming stereotypes and remind SXSW attendees that everyone is — and can be — a gamer. THE SOLUTION An electric arcade that tapped into everyone’s inner kid. Tracer and Soldier: 76 invited guests to come play their favorite ABM titles retrofitted into their all-time-favorite arcade games. Festival-goers could play the Overwatch Test Your Strength game, visit the Candy Crush Bar stocked with candy-inspired cocktails, capture the good times in a retro photo booth outfitted with their favorite characters’ props, or rock out on Guitar Hero with all of Rainey Street as their audience.