The Challenge:

Create a buzzworthy shuttle experience to break through the noise of E3.

The Execution:

BeCore and Xbox came together to create a mobile activation that would double as a 3-day shuttle service for all guests attending the Electronic Entertainment Expo held in Los Angeles. We fully decked out a 1998 Bluebird school bus and wrapped the exterior with eye-catching graphics and a life-sized smashed mutant that took over the bus’s grill. The interior was equipped with over the top Sunset Overdrive character hosts and OverCharge Delirium energy drinks, straight from the Sunset Overdrive game. The bus ran its very own shuttle route throughout Downtown Los Angeles, picking up E3 attendees at a number of E3 sponsored hotels.