OpenDrives’ Astraeus launch during LA Tech Week needed more than a standard product demo - it needed an experience that would pull people in, spark conversation, and make the brand memorable. Something New delivered by creating a fully interactive game zone built around Astraeus, turning the launch into a high-energy, on-brand destination that attendees could instantly understand and jump into.
Over the course of the four-hour event, a couple hundred guests rotated through a custom four-game circuit - Squirrel Hunting, On Cloud 9, OpenDrives, and Down to Earth - each designed to reflect OpenDrives’ identity and reinforce the product story through playful, branded mechanics. With fun facilitators keeping gameplay smooth and social and plush prizes rewarding participation, the games stayed active throughout the event, creating a steady flow of engagement and a launch experience that felt as fun as it was effective.
LA Tech Week Product Launch |
Custom & Branded Carnival
Games for Adults |
Something New
Case Study
Four-Game Custom Package
For OpenDrives’ Astraeus product launch during LA Tech Week, we created a four-game, fully custom package featuring Squirrel Hunting, On Cloud 9, OpenDrives, and Down to Earth. Each game was designed to feel playful while reinforcing the Astraeus brand - blending interactive fun with visual and thematic nods to the product throughout the experience.
Launch Through Play
Instead of relying on traditional demos or presentations, this launch used interactive play to introduce Astraeus in a way that felt natural, social, and memorable. By weaving OpenDrives’ brand directly into custom-designed games, the experience invited attendees to learn the product story through participation - turning a product launch into a hands-on moment that sparked conversation, energy, and lasting brand connection.
Features & Add-Ons
The rentals came with full-service support from Something New as a carnival game vendor, turning the setup into a seamless, end-to-end experience.
Branded Games
Each game was fully branded to reflect OpenDrives and Astraeus, turning gameplay into an extension of the product story rather than a standalone attraction.
Branded Prizes
Branded swag added a playful reward layer, giving attendees an extra reason to jump in, compete, and take home a branded memory of the launch.
Fun Facilitators
Fun, knowledgeable facilitators kept the games moving, welcomed guests in, and ensured the experience felt polished, social, and easy to engage with.
Why it Worked
The activation worked because it paired custom branding with interactive play, creating a memorable product launch that felt experiential rather than promotional. With games designed to reflect the Astraeus identity and a format that encouraged participation and conversation, the experience kept attendees engaged - reinforcing the brand while making the launch genuinely fun.
Carnival Games,
Reimagined.