Launch Party | Kellogg’s at IGN Fan Fest

Your Go-to Launch Party Company

Marketing Genome is one of the nation’s leading premier experience builders. Creating fun, unique launch parties, industry parties, events, trade shows, all over the country. With over 30 years of experience we dedicate our passion to innovative ideas, quality service, and real results.

About IGN Fan Fest

IGN FAN FEST is a 2-day celebration of all things FANDOM organized by IGN as an opportunity for some of the biggest personalities in the industry to hang out, play games, and party together. You can expect to see exclusive interviews and content from upcoming TV and Movie releases as well as meet streamers, creators, and other die-hard fans – FAN FEST brings everyone together for one awesome night of music, food, and fun.

IGN Fan Fest Kellogg's Launch Party Idea

Creating the Launch Party

We teamed up with IGN and Kellogg to create a one-of-a-kind launch party experience for their fans. This included over 40,000 square feet of build-out across three floors. 

  • The basement was a super sleek lounge, pimped out with event furnishings, up and down lighting, tension fabric photo backdrops and 24 custom video consoles for fans to try out games before they are available to the public!

  • The main floor was where the party was at. A HUGE stage and video wall anchored the space with live music, and awesome IGN branding. Fans bounced back and forth between the dance floor, and the 40+ video game stations available for demo. The entire space was branded from floor to ceiling including a MASSIVE archway that welcomed fans to the party! The Globe Theater offered the perfect venue to create a co-branded space that truly amazed fans for an epic launch party.

  • The top floor- mezzanine- maintained a classy- high end- exclusive feel equipped with a custom “video game” themed fireplace that acted as the perfect photo take away!

IGN Fan Fest | Launch Party Renders


In order to accurately reflect this experience, we had to start with the 3D renders of what the Launch Party at the Globe Theatre might look like. Marketing Genome strives to make all of our renders as accurate as possible. As you’ll see the Fan Fest Launch Party renders we did for Kellogg’s did just that.


Themed buildout for Kellogg's

IGN FAN Fest | Launch Party Fabrication

So how did we do it all? 

Believe it or not, IGN approached us only 4 weeks prior to the event. Having worked with them many times before, we knew together we could deliver a successful event on time and on budget. 

We hit the ground running with an immediate site visit to walk the location, take measurements, discuss layout options and get an overall feel for how the venue will work for our needs. Where will freight come in the door, access to elevators, available electricity and so on are all HUGE things that we take into account during our first walk-through. From there, it’s back to the shop to draft preliminary 2D/ 3D plans of the space. During this step we take into account what will create a seamless check-in, traffic flow for food and beverage, line queue for demo stations, back of house storage and the list goes on. 

Once the design is approved- it’s all hands on deck. The shop is ordering material to make any custom elements, pulling rental furnishings, and prepping monitors for transport, and getting all the physical assets ready. The labor foreman is on-site working with venue staff to double and triple check all measurements and layouts are correct. Our client services team is working with IGN on graphic production, timelines, and schedules. Basically- it’s VERY organized chaos that we have found a way to nail time and time again. In the end, come the day prior to the event, our crew is there, the freight is there and it’s time to build another custom event.

IGN FAN Fest Launch Party Photos


Launch Party Highlights

  • 76 Custom Video Game Demo Stations
  • 3 Unique Instagrammable Photo Opportunities 
  • Custom made props such as 22” fruit loops
  • Huge 32’ long curved entranceway 
  • Handmade “remote control” chandeliers 
  • 132 Color changing event lights installed


Have An Upcoming Event?

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