Our strategy centered around transporting attendees into the world of the Land of Shadow through a meticulously crafted and immersive experience. The iconic Hollywood Forever Cemetery was selected as the event location. Its gothic architecture and historical significance provided an unparalleled backdrop that resonated with the themes of Elden Ring, and the unexpected location immediately generated intrigue and set the stage for a memorable experience. This immersive experience was further enhanced by a centerpiece replica of Miquella’s Cocoon. A string quartet and vocalist performed a haunting, original score inspired by the game’s soundtrack. Beyond simply playing the DLC, we wanted to offer interactive experiences, including a skilled blacksmith providing demonstrations and allowing attendees to try their hand at forging, connecting to the crafting elements within the game, and a BBQ, with dishes inspired by the game’s world. The core of the event was, of course, providing extended early access to Elden Ring: Shadow of the Erdtree. Dedicated gaming stations were set up, allowing attendees ample time to explore the new content. Curated, premium swag bags containing exclusive Elden Ring: Shadow of the Erdtree merchandise were provided to attendees as a takeaway, extending the event’s impact.

By combining exclusive early access with a meticulously crafted, immersive experience in a unique and evocative setting, the Elden Ring: Shadow of the Erdtree media event successfully generated positive media coverage, and social media engagement. The event not only showcased the highly anticipated DLC but also reinforced the Elden Ring brand as a leader in the gaming industry. The hauntingly memorable event at Hollywood Forever Cemetery provided a perfect backdrop to launch the next chapter of the Elden Ring saga.