E3 2015

The Activision booth promoted Guitar Hero Live, allowing attendees to journey from fans to performers. As guests got ready to go on stage, staff pretending to be stagehands and groupies pumped them up. They were guided to center stage—prominently at a visible and heavily trafficked area of the booth—where a live audience cheered them on. A green-screen stage dive was also part of the experience.
Photo: Rachel Murray/Getty Images for Activision
Gifts: Practical Favors

At the City View Loft party, guests got to pick and choose hangover cures to take home as practical favors.
Photo: Courtesy of City View Lofts