PopCap’s Bejeweled Twist was launched in the Experience Music Project’s Sky Church complete with a mad scientist and aerialists, props and decor, music and sound effects, a premier DJ, and video content on the LED wall, on monitors, and in projection.  The press event resulted in over 250 press hits, creating a buzz for the new game.  The event reinforced PopCap’s brand by rolling out the game with quirky fanfare.

As the audience gathers and is greeted by Gem Ambassadors, the stage is silhouetted by the glowing LED wall.  A DJ spins down-tempo and the wall dances with color and life.  On the stage an object sits shrouded beneath an off-white cloth illuminated from within. The audience mingles over cocktails and hors d’oeuvres as show time approaches.

The music reaches a crescendo and house lights begin to dim.  The moment the music ends, the room goes to black.  A chime sounds in the darkness followed by, “Laaadies and Gentlemen, Welcome to the Official Launch of PopCap’s newest flagship game, the successor to the best selling, most popular casual game of the 21st century: Bejeweled!  And now now, please welcome PopCap Quality Control Consultant Dr. Filbert Pignolia!”  The audience applauds in the dark.  As the applause dies down, a single white spotlight stabs down to the stage side-lighting a rather severe looking scientist.  He’s a wiry European: his hair is a little bit wild, he wears a pince-nez on the bridge of his nose, and a plaid bow tie on a white shirt; his white lab coat glows in the sudden light. 

He surveys the crowd.

He clears his throat.  His fingertips touch and drum one another...