BGS is the biggest game show in Latin America, gathering thousands of people and countless attractions. How to get the attention of a gamer in a place like this?

Cup Noodles launched a fake technological prototype of a revolutionary gaming chair. And made it happen for real, with a little human touch, at the biggest game show in Latin America.

Cup Noddles found out that gamers spend hours sitting, playing and eating, which means the gamer chair is the sacred spot. Based on the consumer habit, the campaign started on the internet and continued live at the game show.

Before the game show, the brand asked the gamers for money to launch the prototype of CupChair 5007, through a fake crownfunding. As expected, nobody donated. The perfect scenario for Cup Noodles to surprise the gamers at BGS with the full function chair... and a little human touch: real stunts imitated the original features in a funny analogycal way, making it a must see atraction at BGS.

The campaign registered 13.1 MM reach, more than 28MM Impressions and 86% positive comments on social networks.