EMA winners: Best Live Event

GOLD winner Tencent DNF 10th Anniversary Party On!
Brand Tencent
Agency George P. Johnson

Tencent’s brief for the 10th anniversary celebrations of the Dungeon & Fighter (DNF) in Shanghai was fairly straightforward: The Chinese gaming giant wanted to put out a performance that would make the best use of its own music IPs. The team at George P. Johnson designed a campaign to ‘Pay Tribute to Passion’ and brought their most beloved characters from in-game to real life. Seria Kirmin, a non-playable character in the game, served as host of the 10th anniversary concert through live-motion capture hologram. The character even did a live music battle with a professional DJ.

Other shows lined up during the night include a performance by pop star Jolin Tsai, a DNF-themed fashion show, as well as a live game throwdown among the audience. The gamble paid off with this campaign more than doubling (162% increase) its total media impressions, harvesting 280 million social platform interactions, and 33.45 million live broadcast page views (23% increase YOY).