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Red Bull redefined esports on Twitch, transforming spectators into active participants through Red Bull Settle the Score. The four-week battle between streamers SmallAnt and GrandPooBear exceeded goals, generating 3.7 million interactions and 5.25 hours watched per viewer.

Esports competitions traditionally only allow gaming fans to participate as spectators. Red Bull aimed to revolutionize the gaming community&#8217;s engagement by introducing a new interactive entertainment format on Twitch. The primary challenge was to create a truly immersive and collaborative experience for fans, encouraging them to engage with their favorite Twitch streamers.

We devised an innovative program called Red Bull: Settle the Score. This program featured an epic four-week battle streamed live on Twitch between renowned game streamers, SmallAnt and GrandPooBear.

To emerge victorious in the competition, both streamers had to rally their fans to jump in and participate.

To take the experience to the next level, we introduced an interactive LED cube called Cubert, which was placed on the streamer&#8217;s desks. Cubert allowed us to extend the gameplay into the physical world, creating real-time role-playing opportunities with the community. Fans were prompted by Cubert and the Twitch extension to complete in-real-life (IRL) missions both online and across the US. These elaborate side quests ultimately culminated in an alternate reality game, unveiling the origin story of Cubert.

We created a bespoke Twitch extension, powered by Alice &amp; Smith’s proprietary LiveOps solution XR Server. Passive viewers were transformed into active players, earning in-game currencies while watching the streams, answering trivia, and completing missions during the face-offs. Additionally, we built a 24/7 Live Hub on Red Bull&#8217;s Twitch channel using Unreal Engine, maintaining excitement throughout the event, even when the streamers were offline. The Live Hub also included a live leaderboard to further engage hardcore players.

The impact of Red Bull Settle the Score was beyond exceptional. The event garnered an impressive 3.7 million user interactions, with each viewer spending an average of 5.25 hours watching (equivalent to 32 years of total watch time!). These results exceeded industry benchmarks by a staggering 1,000%. Furthermore, the Twitch extension alone captured 1.2 million interactions, further boosting overall engagement. The achieved outcomes far surpassed our already ambitious goals for the program.

Red Bull Settle the Score: Gaming Revolution

Red Bull Settle the Score

Red Bull Settle the Score - YHP.co - For The Pursuit of Play

We create brand worlds that encompass the entire consumer journey.

YHP.co - For The Pursuit of Play

Paradox Interactive, the developer of the highly anticipated Vampire: the Masquerade Bloodlines 2, used a unique marketing strategy to build excitement around the sequel. They created the Tender ARG, a pseudo-dating app that doubled as an alternate reality game (ARG) to engage fans and reveal the game&#8217;s development.

The challenge was to create a marketing campaign that would engage fans and foster anticipation for the follow-up to the cult classic Vampire the Masquerade Bloodlines. The campaign had to be innovative and memorable, capturing the attention of fans and generating buzz for the upcoming release.

Paradox Interactive created Tender, a simulated dating platform that used Procedural Emotion Generation via Machine Learning (PEGML) to pair soulmates. The app was launched in collaboration with Alice &amp; Smith, our Canadian sister agengy specializing in ARGs.

The ARG revolved around Tender, a seemingly normal dating app that was actually a front for vampires known as Kindred to find prey in White Wolf&#8217;s World of Darkness. The culmination of several weeks’ worth of hidden clues spread around the internet via fake articles and other platforms, the ARG reached its climax during the 2019 Game Developers Conference (GDC).

Here, Paradox held a special event for 300 lucky Tender users. The event featured secret puzzles that, once solved, revealed the name of the new game: Vampire the Masquerade Bloodlines 2. 
This was a meticulous and ambitious event live production, gathering dozens of comedians, hundreds of hidden controllable video-surveillance cameras and fun activities to help people online trick the guests on-site.

The success of the campaign demonstrated the potential for immersive marketing campaigns to generate interest and excitement in a new product. The Tender ARG captured the attention of fans, allowing Paradox Interactive to engage directly with their target audience and create a memorable experience that generated eagerness for the game.

The Tender ARG was a resounding success, generating buzz and excitement for the upcoming Bloodlines 2 release. The campaign had a global reach of more than 142 million people, with 353,421 sessions and 176,384 unique players. The missions completed during the ARG totalled 865,063.

Paradox Interactive: Tender, A Gamified Reveal

Paradox: Tender 2019

Paradox: Tender 2019 - YHP.co - For The Pursuit of Play

Twitch is the leading livestreaming platform in the gaming community. In celebration of its 10-year anniversary, the brand sought to create a digital campaign that would pay homage to the past, present and future of the platform. Committed to putting together an unforgettable experience, the brand enlisted YHP to assist in breaking the boundaries of interactive content.

YHP was tasked with building a digital campaign that would truly unite the gaming community in honour of Twitch’s 10-year anniversary. Creating new milestones for such a trailblazing client required out-of-the-box thinking. The resulting campaign had to be unique, all while holding true to Twitch’s established presence in the gaming world.

To truly push boundaries and offer a glimpse into the future of gaming, YHP, using its proprietary engagement solution XR Server, produced an ARG (Alternative Reality Game) that combined the storytelling side of traditional gaming with lived experience. The unique gameplay let participants gather clues and information in real life, while interacting with fictional elements set in a virtual universe.

The end goal of building a rocket was broken down into five separate missions that could only be accomplished through communal collaboration, ultimately creating a unifying and collectively empowering gaming experience. The event culminated with the launch of the completed rocket, which was represented in a jaw-dropping video.

YHP’s detailed work and innovative thinking led to a one-of-a-kind journey with impressive results. The initial KPI was surpassed by a whopping 2,500%, marking a total of 55,000 unique players and 225,000 viewers. But high participation aside, what set this campaign apart was the high level of

engagement that persisted after the event was over: Cumulatively, the event was streamed for a total of 514 hours. Overall, the campaign succeeded in breaking boundaries for ARG, harnessing both new innovations and good old-fashioned fun.

Gamification

Influencer marketing

Twitch:  Defining the New Future

Twitch Helios 2022

Twitch is the leading live streaming platform in the gaming community. In celebration of its 10-year anniversary, the brand sought to create a digital campaign that would pay homage to the past, present and future of the platform

Twitch Helios 2022 - YHP.co - For The Pursuit of Play

In its partnership with Bugatti since 2022, YHP was tasked with designing an experiential activation that would showcase the brand&#8217;s universe and celebrate the spectacular Bugatti Chiron Golden Era at the exclusive Pebble Beach Concours d&#8217;Elegance. The goal? To raise awareness for the incomparable luxury car.

The challenge was to create an experience that was both strong and elegantly simple. For this second year, YHP was up to the task and conceived a unique and immersive oasis that would allow spectators to focus on the brand&#8217;s ecosystem and the celebration of the Chiron Golden Era, the last Chiron Bugatti will ever produce.

The centrepiece of the activation was an open-air pavilion designed and constructed by YHP to showcase the Golden Era as an &#8220;object d&#8217;art&#8221;, alongside with the Mistral and the Bolide. The design and scenography showcased our trademark attention to detail in every aspect of the pavilion, from the lighting to the placement of the car, ensuring that the Chiron Golden Era was the focus of the experience. Attendees were able to &#8220;experience the incomparable&#8221; even before entering the pavilion itself, via a window created by YHP that offered a sneak peek into the space.

One of the key elements of the activation was YHP&#8217;s ability to create a sense of exclusivity and luxury that aligned with the Bugatti brand. The experiential activation was designed to be an intimate and exclusive experience that would resonate with the target audience while ensuring the brand remained at the heart of the experience.

The Bugatti team, a family of fewer than 130 people, was impressed by YHP&#8217;s experiential expertise and passion for bringing its branding to life. The immersive lounge area added to the exclusivity and luxuriousness of the experience, leaving attendees with a lasting impression of the brand and the Chiron Golden Era.

Experiential design

Bugatti: The Art of Incomparability

Bugatti Chiron Golden Era Launch Pebble Beach 2023

In its partnership with Bugatti, YHP was tasked with designing an experiential activation that would showcase the brand's universe and latest launch for the Mistral.

Bugatti Chiron Golden Era Launch Pebble Beach 2023 - YHP.co - For The Pursuit of Play

In the heart of Montreal stands the Musée d’art contemporain (MAC), a beacon of contemporary art. For those unfamiliar with the MAC, it is more than just an art institution; it&#8217;s where creativity and culture converge. And when it comes to celebrating this union, Les Printemps du MAC is the zenith. The 15th edition of this stellar event, held at the New City Gas, saw an unparalleled fusion of arts, business and experiential creativity that raised more than $500,000. Youville Haussmann Park (YHP) brought its prowess to play, taking this event beyond just fundraising and into an unforgettable artistic journey.

While the fundraising aspect was essential, the Fondation du Musée d’art contemporain aspired for the 15th iteration to be an unforgettable narrative — a testament to the creative spirit of the MAC. The aspiration was not just about a successful event but an immersive experience that left an indelible mark.

The ambiance was amplified with surrealistic projections in partnership with Rodeo FX. And for our guests? A curated lineup of activations from makeup retouches by Yves Saint-Laurent Beauté to mood-setting music by top DJs — everything screamed luxury, nostalgia and art.

With BLEU MINUIT as the artistic theme, YHP transported attendees into the world of &#8217;70s pool parties intertwined with high-fashion photography&#8217;s essence. Collaborating with eminent artists and creatives such as Samuel Pasquier and Zacharie Lavertu, every element, every corner and every visual was the epitome of experiential creativity. As the clock struck midnight, guests were treated to a spectacular performance by singer-songwriter Claudia Bouvette, further elevating the evening’s artful allure.

The night wasn&#8217;t just about figures, although they were impressive — it was the pulsating energy, the sense of community and the collective appreciation for art. With the likes of Mitsou and Julie Snyder gracing the event, there was a seamless blend of the contemporary and the classic.
However, the true success lay in supporting the MAC. And in that, the event was a monumental triumph, with generous contributions pouring in, including a whopping $70,000 from the event&#8217;s auction alone.

This event underlined YHP&#8217;s mettle in transforming challenges into unmatched experiences. It’s a nod to our legacy in experiential creativity. As we move forward, we&#8217;re poised to turn more such events into cherished memories for everyone.

Les Printemps du MAC 2023: Nocturnal Elegance

Les Printemps du MAC Bleu Minuit 2023

In the vibrant world of art and experiential engagement, Les Printemps du MAC 2023 was a recent star, generating both significant funds and an electric atmosphere.

Les Printemps du MAC Bleu Minuit 2023 - YHP.co - For The Pursuit of Play

To generate excitement for the release of the highly-anticipated game adaptation of Frank Herbert&#8217;s &#8220;Dune&#8221;, our team was tasked with creating digital experiences that would immerse fans in the world of Arrakis. We developed two unique, interactive websites &#8211; <a href="https://duneawakening.com/fr">DuneAwakening.com</a> and <a href="https://dunespicewars.com/">DuneSpiceWars.com</a> &#8211; that would captivate fans and offer engaging content.

The challenge was to create immersive and innovative digital experiences that would resonate with the passionate fanbase of &#8220;Dune&#8221; and introduce newcomers to the iconic story. The goal was to generate excitement and anticipation for both the film and the game while showcasing the grand scale and visual splendor of the world of Arrakis.

<a href="http://DuneSpiceWars.com">DuneSpiceWars.com</a> showcased gameplay features, stunning artwork and exclusive content while encouraging users to engage with the growing community and sign up for the game&#8217;s beta version.

Our team utilized cutting-edge web technologies and design principles to ensure both websites were visually impressive, engaging and responsive across all devices. We supported the launch of both websites with a multi-channel marketing campaign, including targeted social media advertising, influencer partnerships and exclusive content reveals.

Our team created two distinct websites, DuneAwakening.com and DuneSpiceWars.com. <a href="https://duneawakening.com/">DuneAwakening.com</a> offered an interactive journey through the world of Arrakis, utilizing parallax scrolling, stunning visuals and animations to introduce fans to the film adaptation.
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The immersive digital experiences generated excitement and anticipation for the film and the game, resulting in a significant increase in engagement and community growth. The combined unique visitors to both websites totalled more than two million, with 350,000 newsletter sign-ups and 150,000 beta sign-ups for &#8220;Dune: Spice Wars.&#8221;
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The immersive digital experiences created by our team set a new benchmark for fan engagement and marketing campaigns in the entertainment industry. The success of the campaign demonstrated the potential for immersive digital experiences to generate excitement and anticipation for new releases while building engaged communities around them.
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Content creation

Digital marketing

Funcom:  Dune Awakening

Funcom Dune Awakening 2022

To generate excitement for the release of the highly-anticipated game adaptation of Frank Herbert's "Dune".

Funcom Dune Awakening 2022 - YHP.co - For The Pursuit of Play

Nicolas Laloux is one of the most sold wine brands in Quebec, with traditional and flavoured wines mostly available in grocery stores.

The brand was looking to engage with Gen-Zers to stay relevant. The pandemic context created both a challenge and an opportunity, with Gen-Z ers flocking to parks to socialize as Quebec bars and restaurants remained shut.

The most engaged followers were added to Nic’s close friends group on Instagram and had exclusive access to clues for flash limited-edition merch drops happening in parks across Montreal throughout the summer.

To connect with its target audience and build a real relationship with them, YHP brought Nicolas Laloux to life — literally.

We gave the bike-riding Gentleman Bohème of the brand’s logo his own Instagram account, @niclaloux, and quickly grew his friend circle through lifestyle photos, gamified posts and influencer collaborations.

In three weeks, the new Nic Laloux Instagram account had gained more than 3,000 followers, and content had an average engagement rate of 7.5% — well above industry benchmarks.

It all led to a gamified scavenger hunt mixing online and IRL puzzles, with participants entering a contest to win Nic’s iconic blue bicycle. It pays off to take a ride on the bohemian side!

Arterra Wines:  Finding Nicolas Laloux

Arterra Wines NicLaloux 2021

Nicolas Laloux is one of the most sold wine brands in Quebec, with traditional and flavoured wines mostly available in grocery stores.

Arterra Wines NicLaloux 2021 - YHP.co - For The Pursuit of Play

Moët &amp; Chandon, one of the most iconic and prestigious champagne brands in the world, celebrated its 270th anniversary with a stylish and glamorous event in New York City. The event was hosted by the global icon and Moët &amp; Chandon brand ambassador, Roger Federer, and was held at Chelsea Piers. Produced by YHP, in collaboration with La Mode en Images, the event attracted international stylemakers, including singer-songwriter Emeli Sandé, DJ Bob Sinclar, Anna Wintour and Josh Lucas, among others. The aim was to showcase the brand’s rich universe in a way that truly connected with audiences and media.

As a prestige and iconic brand, Moët &amp; Chandon faced a challenge in showcasing its rich universe in a way that truly connected with audiences and media. The brand needed an event that would not only celebrate its 270th anniversary but also unveil its modern new advertising campaign with Roger Federer. This meant that YHP needed to leverage its deep understanding of experiential marketing and engagement to invite fans to fully experience the brand&#8217;s longstanding history, while also highlighting its contemporary and relatable face.

To meet this challenge, YHP and La Mode en Images produced an unforgettable event that celebrated Moët &amp; Chandon&#8217;s 270th anniversary in a stylish and glamorous way. We decided to opt for a strategy built around dramatic reveals and building anticipation. For example, the event featured a giant box that was designed and built by YHP, which held a magnificent dessert buffet. The covers of the box lifted at a certain point during the event, revealing the delicious desserts to guests.

In addition to the giant box, the event also featured a holographic screen showing Roger Federer playing tennis. In keeping with the theme of dramatic reveals, Federer himself appeared behind the screen, surprising and delighting the guests and fans alike. The holographic screen was a unique and innovative strategy for YHP to showcase the brand&#8217;s contemporary face in a fun and immersive way.

The event also featured Moët &amp; Chandon&#8217;s new advertising campaign with Roger Federer, which was shot by Patrick Demarchelier. Federer&#8217;s presence added an extra layer of celebrity and prestige to the event, and he was able to interact with the guests and media in a way that truly showcased the brand&#8217;s impressive scope and reach.

The event generated significant media coverage, with many publications and outlets highlighting the brand&#8217;s prestigious identity, but with a modern twist. The night was also covered extensively on social media, with guests sharing their experiences and photos with their followers to boost the brand’s reach and impressions.

Thanks to YHP’s involvement, the anniversary helped to reinforce Moët &amp; Chandon&#8217;s position as one of the most iconic champagne brands in the world as it deployed our equally iconic and well-conceived strategy.

The Moët &amp; Chandon 270th anniversary event was a huge success, both in terms of attendance and media coverage. The event attracted international stylemakers, celebrities and media, who were all impressed by the stylish and glamorous celebration of Moët &amp; Chandon&#8217;s rich universe.

Moët & Chandon: 270th Anniversary

Moet & Chandon 270th Anniversary New York 2013

Moët & Chandon celebrated its 270th anniversary with a stylish and glamorous event in New York City.

Moet & Chandon 270th Anniversary New York 2013 - YHP.co - For The Pursuit of Play

The leading vaping brand in Canada offers high-quality vaping products through various channels, including brick-and-mortar stores, vape shops, and online platforms. The brand stands out with its advanced in-store technology. In collaboration with YHP, the brand launched &#8220;THE TAKEOVER,&#8221; an immersive experience featuring a mysterious black cube at 464 King St. West in Toronto, aimed at engaging adult nicotine consumers and showcasing the brand&#8217;s offerings.

The installation of the mysterious black cube sought to create a memorable and curiosity-inducing moment, capturing consumer behavior for qualitative and quantitative reporting. With the temporary lifting of COVID-19 restrictions, the brand was ready to unleash its pent-up creativity and offer a fun and innovative experience to re-engage with consumers.

Despite the challenges posed by the pandemic, the team recognized the need to offer people new and stimulating experiences.

Our client aimed to connect with downtown Toronto and reignite consumer engagement through THE TAKEOVER—an immersive and tech-driven initiative.

​​YHP created and promoted the pop-up installation, generating intrigue with a teaser campaign.
The sleek black cube attracted attention, while LED banners guided visitors to the entrance. Strict compliance measures ensured no underage access and prioritized visitor safety. Inside, brand ambassadors introduced visitors and offered personalized starter kits in exchange for email sign-ups. Immersed in a room surrounded by cityscape projections, visitors interacted with sensory shapes and products to colorize their surroundings.

Motion sensors tracked visitors&#8217; movements as they discovered flavors and personalization options. The experience transitioned into a branded AR web app, guiding visitors on a walk to the Toronto store. Using AR technology, participants engaged with their surroundings, dropped animated sculptures, and won prizes. A total of 252 participants played along, spending an average of seven minutes.

The TAKEOVER campaign was promoted online with a three-phase approach. The first phase created intrigue through teaser posts on Instagram and Facebook, generating high engagement rates. The second phase featured the cube&#8217;s unveiling, resulting in impressive impressions, shares, and engagement on social media. The last phase encouraged Torontonians to visit the cube through additional promotional assets.

The event received over 6 million impressions and 12,000 unique engagements online and offline. Almost 3,000 visitors spent an average of 12 minutes inside the pop-up, showcasing high immersion and engagement levels. Furthermore, 252 visitors activated the AR experience and spent over seven minutes interacting with the web app. The TAKEOVER successfully achieved awareness, immersion, and conversion, contributing to the brand&#8217;s growth in the Canadian vaping industry.

The Cube: Creating Mystery

The Cube Toronto Takeover 2021

The leading vaping brand in Canada offers high-quality vaping products through various channels, including brick-and-mortar stores, vape shops, and online platforms.

Toronto Takeover

The Cube Toronto Takeover 2021 - YHP.co - For The Pursuit of Play

PUBG is a popular online multiplayer battle royale game that wanted to capitalize on the success of Season 9&#8217;s launch by creating a website that focused on the lore of the PUBG universe. PUBG commissioned Youville Haussmann Park to leverage it&#8217;s expertise to provide fans with a platform where they could learn about the game&#8217;s backstory and characters in an engaging way.

The main challenge for YHP was to create a website that could effectively engage fans and provide them with compelling lore content. The website needed to be visually appealing, user-friendly and offer relevant and engaging content that would keep fans coming back for more. PUBG also wanted to foster a sense of community through the website.

The website also included features such as forums, chat rooms and social media integration to encourage fan engagement and community building.

Fan events, contests and giveaways were organized to incentivize participation.

PUBG also leveraged social media platforms to promote the website and engage with fans through regular updates, teasers and sneak peeks of upcoming content, creating anticipation and excitement among fans, driving traffic to the website and keeping fans engaged and informed.

We used a multi-faceted approach, collaborating with a dedicated content creation team to produce high-quality lore content, including stories, character backgrounds and in-game history.

We also established an in-house production studio for multimedia content such as videos, animations and interactive elements.

By creating a website focused on the lore of the PUBG universe and implementing solutions such as content creation, studio and on-site production, community building and fan engagement, we were able to attract 79,987 unique visitors, showing the interest and engagement of fans with the lore. The website also received 100,381 total sessions, with fans actively exploring the content and spending time on the website. On average, visitors viewed 3.5 pages per session, indicating that the website had engaging and relevant content that kept fans interested.

PUBG: Expanding the Fandom

PUBG Lore Online 2021

PUBG is a popular online multiplayer battle royale game that wanted to capitalize on the success of Season 9's launch.

PUBG

PUBG Lore Online 2021 - YHP.co - For The Pursuit of Play

We were commissioned by the Swiss luxury watchmaker Piaget to produce a launch event that catered to a younger audience segment, reflecting the brand&#8217;s new direction with the Polo S collection. In collaboration with Les Garçons agency, YHP curated a stunning, star-studded launch event that took Piaget beyond its niche status.

Piaget has a dedicated following among serious watch aficionados, but with the launch of the Polo S collection, the brand wanted to appeal to a younger, more modern audience.
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Piaget needed a launch event that would reflect its new direction and cater to the interests of a fast-growing segment. YHP was tasked with producing a launch event that would not only showcase the new collection but also present new ways to connect.

The agency designed a multi-sensory experience that would take guests on an immersive journey through the world of Piaget. The event was held at the Duggal Greenhouse in Brooklyn. The event featured interactive displays that allowed guests to experience the Piaget brand in an exciting way.

Immersion

From touchscreens showcasing the Polo S collection to virtual reality experiences, guests were fully immersed in the world of Piaget. YHP also created a bespoke cocktail menu that incorporated the brand&#8217;s identity, using ingredients that reflected the colors of the Polo S collection.

Innovation

To further appeal to younger fans, YHP curated a star-studded guest list that included brand ambassador Ryan Reynolds. The event was heavily promoted on social media platforms, creating buzz and generating excitement among Piaget&#8217;s target audience.

Amplification

To tackle this challenge, YHP leveraged its deep and strategic understanding of experiential marketing and creating immersive brand experiences.

A timeless moment of unexpected beauty

Timekeeping has never looked so good

The Piaget Polo S launch event was a resounding success. The event exceeded Piaget&#8217;s expectations in terms of attendance, engagement, and social media reach. The interactive displays, bespoke cocktails, and star-studded guest list all contributed to creating an immersive and unforgettable experience for attendees.

The event generated significant media coverage and social media buzz, resulting in increased brand awareness and engagement. YHP&#8217;s strategic approach to experiential marketing and creating immersive brand experiences allowed Piaget to position itself as a brand that is both sophisticated and contemporary.

Piaget: Time Redefined

Piaget Polo S New York 2016

In collaboration with Les Garçons agency, YHP curated a stunning, star-studded launch event that took Piaget beyond its niche status.

Piaget

Piaget Polo S New York 2016 - YHP.co - For The Pursuit of Play

Paradox Interactive, a world-leading PC games publisher, collaborated with our team to find an innovative solution to replace its annual game launch convention, which was a crucial event for engaging its community.

Due to the pandemic, Paradox Interactive, the Swedish strategy game studio, could not organize its annual game launch convention in the same way. The challenge for us was huge, and we rose to it. We decided to create a hybrid event that would gather all worldwide communities during a non-stop online 3-day event.

Online viewers could interact in real-time via Twitch Interactions, a customized gamified extension with online mini-games, allowing them to win exclusive rewards while following the most anticipated announcements.

Paradox Interactive also leveraged social media and organic impressions to amplify the reach of its event, creating an immersive, engaging, and community-driven campaign that effectively engaged fans and generated excitement for its convention launch.

We transformed the convention into a Twitch broadcast supported by Unreal Engine, creating a life-sized game experience for viewers. We called this edition “PDXCON Remixed”, designing an imaginary universe where all Paradox games have collided.
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In Sweden, we built a virtual studio where famous developers and Paradox’s CEO released the news to their fans, amid extraordinary virtual environments, as if they were immersed into the favourite universes of their fans.

As a result of the immersive experiences and social media amplification, the Twitch broadcast resulted in 1.1 million

interactions and 8 billion organic impressions, demonstrating the high levels of fan engagement.

PDXCON Remixed: the Power of Alternate Reality Gaming

Paradox Interactive PDXCON Remixed 2021

Paradox Interactive collaborated with our team to find an innovative solution to replace its annual game launch convention.

Paradox Interactive PDXCON Remixed 2021 - YHP.co - For The Pursuit of Play

Youville Haussmann Park has been collaborating with Genetec, a leading provider of unified security software, since 2018 to deliver engaging and impactful experiential solutions for their events program.

Having experienced explosive growth over a very short period of time, the primary challenge for Genetec, in collaboration with YHP, was to unify its global workforce and promote a shared understanding of its vision. This required fostering and highlighting Genetec’s rich culture through physical and digital experiences that engaged Genetec’s 1,800 employees across 159 locations worldwide.

Using our proprietary co-creation workshops sessions with Genetec staff, we developed an activation blueprint focused on its strategic priorities. This became the foundation for Genetec’s variety of programs, including summits and year-end parties, and ensured that the company’s events were cohesive, engaging and aligned with its overarching values.

Co-creation

Furthermore, we developed gamified journeys for all relevant activations to deeply engage Genetec’s employees and stakeholders, shifting them from passive participants into active fans of the brand.

YHP’s expertise in experiential events allowed us to model environments and experiences that were not only fun and engaging but also had a lasting impact on Genetec’s employees and stakeholders. By focusing on key pillars of employee behaviour, emotion and engagement, we were able to create experiences that fostered a sense of community, unity and purpose.

Community

Following the 2022 Genetec program of events, over approximately 96% of participants walked way from the event with a true sense of belonging and a clear understanding of the long-term vision of the company. And 92% of Genetec employees conveyed that they feel proud that they work at Genetec.

YHP’s partnership with Genetec is an example of the power of collaboration and co-creation in developing engaging and impactful events programs. By working closely with the client, we tapped into the true potential of connectivity, while remaining aligned with the company’s global values and goals.

Throughout the process, YHP was involved at every step, creating experiences that brought to life Genetec’s brand universe. Our deep understanding of the company’s values, culture and goals was crucial in designing experiences that were aligned with Genetec’s mission and values. The result was an events program that was not only engaging and entertaining but also reflected Genetec’s brand identity while fostering a sense of unity among its employees and stakeholders.

Genetec: A Unifying Blueprint

Genetec Elevate Worldwide 2022

Youville Hausmann Park has been collaborating with Genetec since 2018 to deliver engaging and impactful experiential solutions for their events program.

Genetec Elevate Worldwide 2022 - YHP.co - For The Pursuit of Play

Since 2018, YHP&#8217;s partnership with Mercedes-Benz Canada has allowed us to create unique and immersive activations to motivate its dealerships and employees and boost its brand presence. We designed our activations to create memorable experiences that convert passive spectators into active fans, all while remaining tailored to the needs of Mercedes-Benz Canada and the company&#8217;s goals and objectives.

The Canadian Grand Prix, in particular, is a huge moment for the brand while also highlighting its annual challenge: given the event&#8217;s mass viewership, impressions and turnout, how would the luxury car giant stand out as a sponsor amid all the noise and fanfare?

With an emphasis on connectivity and building positive emotional associations, the experiences ranged from hospitality events to exclusive VIP and VIC moments in order to better showcase the brand’s entire ecosystem and boost engagement across all channels. In order to fully capitalize on Mercedes-Benz Canada&#8217;s F1 sponsorship, YHP designed interactive journeys that leveraged gamified

mechanics to invite fans into Mercedes-Benz’s cinematic universe. This included a terrace designed with interactive installations, Batak reaction trainers, which allowed participants to get into the shoes of a Formula One driver. Elsewhere, fans were able to move through the Mercedes-Benz logo itself, immersing themselves in the iconic brand’s identity.

YHP also handled Mercedes-Benz Canada&#8217;s media takeover and PR for the 2022 Canadian Grand Prix. To wrap up the epic weekend, the brand threw an equally epic party, with Lewis Hamilton in attendance. Mercedes-Benz Canada commissioned us to produce the event and propose a unifying strategy to boost engagement, impressions and attendance. The goal? To keep the media and attendees invested and connected even after Hamilton’s departure. To manage this, YHP facilitated a partnership with Le Richmond, host singular of the official red carpet F1 gala in Montreal.

The gala event generated more than 18.5 million impressions alone and was a huge success. YHP also organized an exclusive media event for Mercedes-Benz Canada at Festival Mural. This event was designed to boost engagement with spectators, and it ended up generating 1.2 million impressions.

It was a great success and further helped to solidify Mercedes-Benz&#8217;s presence in the Canadian market.

Mercedes-Benz: Canada Formula 1 Grand Prix

Mercedes Benz F1 Grand Prix Canada Montreal 2022

Since 2018, YHP's partnership with Mercedes-Benz Canada has allowed us to create unique and immersive activations to motivate its dealerships and employees and boost its brand presence.

Mercedes-Benz

Mercedes Benz F1 Grand Prix Canada Montreal 2022 - YHP.co - For The Pursuit of Play

We were entrusted with the task of creating activations for Bell’s sponsorship of the province of Quebec’s major music and arts festivals, including Francofolies 
Festival d’Été de Québec (FEQ), Jazz Festival, Montreal Canadiens, and Osheaga.

Our main objective was to innovate activations that would address three key drivers: product-focused messaging across all activations, building brand awareness by educating guests on Bell’s products and services, and providing a playfully immersive entertainment experience to ensure repeat visitors.

One of our most successful activations was our takeover at Osheaga, one of the world’s largest music festivals. As with every major music and arts festival, seamlessly connecting with festival goers is always a challenge. To continue building Bell ALT TV awareness and turn cord cutters into ALT TV prospects, we produced a brand experience that would help Bell ALT TV expand its reach. We devised a series of Instagram-friendly installations that included four different branded zones.

Each zone was designed to showcase a different device that can be used with the Bell ALT TV service, such as laptops, tablets, and cell phones. One of the most impressive elements of this activation was our transparent TV screen, which allowed festival-goers to explore Bell ALT TV’s features without being overwhelmed. We also created a &#8220;chill zone&#8221; equipped with comfortable seating and charging stations to provide festival-goers with a place to relax, all while exploring our tech.

The result of our efforts was a highly engaging activation that provided Bell with an invaluable opportunity to fully connect with their target audience. Our efforts drew in thousands of visitors and garnered a positive response from both festival-goers and Bell representatives.

The success of this activation has solidified Youville Haussmann Park’s reputation as a premier experiential engagement agency and a reliable partner for Bell.

Bell: Connect with Festival-Goers

Bell Festival Quebec 2018

Youville Haussmann Park has been providing services to Bell since 2017.

Bell

Bell Festival Activation 2018 - YHP.co - For The Pursuit of Play

In 2022, YHP collaborated with La Mode en Images as an executive production agency for Balenciaga. In a major first, the French luxury retail brand decided to step outside Paris for its Spring 2023 fashion show.

In breaking expectations, the brand raised the bar and pressure was on: Balenciaga needed to make a massive statement. One of the biggest challenges was managing the AV portion of the event. Access to the screens of the trade floor wasn’t easy, but YHP streamlined the process through careful planning and coordination.

YHP played a critical role in bringing Balenciaga&#8217;s brand universe to life for their Spring &#8217;23 fashion show in New York City. Our trademark attention to detail and expertise in event planning and management helped make the fashion show a massive success.

Balenciaga: Occupying Wall Street

Balenciaga Wall Street New York 2022

In 2022, YHP collaborated with La Mode en Images as an executive production agency for Balenciaga.

Balenciaga

Balenciaga Wall Street New York 2022 - YHP.co - For The Pursuit of Play

We are thrilled to announce that our recent retail innovation has been recognized with the award for Best Interactive Customer Experience 2023! Leveraging cutting-edge contactless biometrics technology, we transformed our client&#8217;s flagship store into a hyper-personalized shopping journey. From secure age-gating to multi-sensorial interactive touchpoints, YHP redefined what it means to engage with consumers. This accolade underscores our commitment to retail excellence and our dedication to fostering a better tomorrow through youth prevention initiatives.

Our client targets tech-savvy adult nicotine consumers seeking immersive and personalized shopping experiences. Traditional stores fall short, so the Toronto store, among three locations, aims to provide a memorable visit that caters to individual preferences.

We assembled a team of 50 experts with impressive portfolios to design an innovative store experience. Touchpoints like an interactive cube and arches, device bar, education screen, trial wall, browsing table and flavour wall were strategically placed. 
The first touchpoint is a contactless biometrics engagement tool to ensure secure age-gating. The tool also provides valuable consumer insights to sales reps so they can better cater to their customers&#8217; interests for a more personalized shopping experience.

The cube, with its multi-sensorial elements, serves as the next immersive experience. A truly gamified experience, the cube serves to elevate brand awareness and product navigation. Visitors then proceed to the education screen for product information, interact with the trial wall and explore flavours via the flavour wall. Meanwhile, personalized light shows enhance the overall purchasing experience. Before visitors leave the store, the infinity room showcases dynamic visual content to further instil brand love.

Youville Haussmann Park

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