Capcom Fight Club

Community Event

Sponge was tasked with creating the first ever UK Fight Club tour for Capcom where members of the Capcom community were invited to various locations across the UK to get exclusive, hands-on access to new titles and the new characters featured in Capcom’s fighting games.

The Brief

What we did

Sponge produced a number of bespoke flight cases that would travel safely across the country to each event, housing back-to-back TV screens enabling four players to play simultaneously. Within each flight case Sponge also included 2 games consoles and a couple of USB ports to enable gamers to use their own control pads or sticks.

Once the cabinets were produced, Sponge secured venues in various locations around the UK, including a boxing club in the east end of London (KO Martial Arts Boxing Club), a live music venue in the Grassmarket area of Edinburgh (The Caves), a converted church in Bristol (West Country Boxing Club) and a converted warehouse in Norwich (Iceni Warriors).

At each event attendees were encouraged to arrive early to avoid disappointment, as it was first come – first served. Once inside they were greeted with new gameplay characters, plus the added attraction of complimentary beers and pizza, plus DJs creating a mash-up of fighting soundtracks.

Attendees also had the opportunity to see first hand, six limited edition specially commissioned graffiti boards featuring characters from the games. Everyone who attended was entered into a free prize draw to win a piece of the limited edition graffiti art or an old-skool arcade machine. The events were communicated though Social Media channels and Capcom’s own website, and over 1100 enjoyed an evening of battling it out against other fans in non-stop fighting game action!

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