Fever
Pac-Man Experience Dubai Launch 2025
THE BRIEF
Fever, in partnership with Active Games, launched the PAC-MAN™ Live Experience for the first time in the Middle East, transforming the legendary arcade game into a full-scale, immersive adventure in Dubai.
The goal was to generate awareness, drive footfall, and position the activation as a must-visit experience for families, gamers, and pop culture fans.
THE DELIVERY
Strategic Media Engagement:
- Issued 2 targeted media alerts around the launch and the experience highlights
- Secured 60+ pieces of earned media coverage in top-tier regional outlets (e.g., Time Out Dubai, What’s On, Khaleej Times, Social Kandura)
- Arranged 4 exclusive interviews with representatives from Fever and Active Games to deepen narrative impact
Influencer Integration:
- Hosted curated influencer visits aligned to family, tech, and entertainment audiences
- Encouraged authentic content creation through immersive walkthroughs of the maze
Experience-Led PR Activation:
- Coordinated 21 personalized media and influencer visits to the venue
- Enabled on-site filming, photography, and real-time content sharing
Localized Storytelling:
- Positioned PAC-MAN as a nostalgic yet futuristic experience through regional storytelling hooks
- Highlighted Dubai as the first city in the region to host the global experience
THE OUTCOME
- 60+ high-quality media articles across UAE and GCC lifestyle, entertainment, and family outlets
- Total audience reach: 32 million
- 21 on-site media/influencer visits generating rich, user-driven content
- 4 leadership interviews reinforcing Fever and Active Games’ innovation positioning