PLAY AGAIN
AD: Kaitlyn Peterson CW: Kait Clark
GameStop was once a place where players could come together in person, talk about their favorite games with engaged employees that became trusted friends, and take home their newest obsessions to share with others.
But today, games are bought online from whatever retailer is the cheapest and fastest, losing the spirit of community, human interaction, and the experience of discovery.
GameStop is dying—we must say goodbye and pull the plug to build back better together.
PHASE ONE
"GAME OVER"
GAME OVER STEP #1
IN-GAME STUNT
A shuttered GameStop store is featured in games but the name is changed to GameOver, inspiring talk on social media to figure out what it means.
GAME OVER STEP #2
STOREFRONT STUNT
The signage of stores is changed to say GameOver.
GAME OVER STEP #3
SOCIAL
GameStop changes the name of their social media accounts to GameOver and posts a gif, which creates a viral sensation and prompts fans to post conspiracy content over social media.
GAME OVER STEP #4
EXPERIENTIAL GAMESTOP UNPLUGGED FEST
When things come to an end—a friend moving away, a coworker retiring, or the death of someone you care about, there's always an event wishing them well or saying goodbye.
To celebrate the life of GameStop, we must host a party to remember the good times and invite change. A festival in remembrance of GameStop will take place that will include video game-inspired music, rides, and characters.
PHASE TWO
"PLAY AGAIN"
After the world begins to calm from the mass hysteria of GameStop closing forever, the store announces a comeback, challenging its followers to join in on the journey of creating something special and fighting off the online retailers for good. Are you ready to play again?
PLAY AGAIN STEP #1
SOCIAL
GameOver changes back its social handles to GameStop and posts a gif with two words: “Play again?”
PLAY AGAIN STEP #2
THE NEW GAMESTOP
Instead of focusing on selling and just being a place to make a purchase that could easily be made online, GameStop will become something entirely new.
GameStop will be about the players and be a home where they can connect with their community. Store locations will be hubs for game enthusiasts to come, talk about, and play games in person.
