Something New partnered with Makeship and the hit video game Gorilla Tag to bring an unforgettable activation to VidCon at the Anaheim Convention Center. As one of the largest gaming and content creator conventions in the world, VidCon draws tens of thousands of passionate fans, creators, and influencers from across the globe each year, transforming the Anaheim Convention Center into a buzzing hub of fandom and discovery. That massive scale and energy made it the perfect stage for a high-impact, brand-aligned experience. Designed from the ground up in close collaboration with the Gorilla Tag team, the activation gave fans a chance to engage with the beloved game in a whole new way, combining custom-built games, themed visuals, and exclusive collectibles into one immersive booth experience.
Makeship Vidcon Activation |
Game Booths For Trade Shows |
Custom & Branded Carnival Games |
Something New
Case Study
Custom From the Ground Up
What set this activation apart was the depth of the partnership behind it. Rather than delivering a standard carnival game setup, Something New worked hand-in-hand with Makeship and the Gorilla Tag team from concept to execution, designing everything from soup to nuts based on the partner's specific requirements and target audience. Every element, from game mechanics to visual branding, was built to reflect the energy and identity of the Makeship community, ensuring the final experience felt authentic to fans and aligned with their Gorilla Tag partnership vision at every step.
Swing Into the Action
What made this activation truly stand out was bringing a beloved online game to life in a tangible, physical way at one of the biggest creator events in the world. VidCon isn't just any convention, it's a cultural moment for the creator economy, drawing legions of fans who travel from all over to meet their favorite creators and immerse themselves in the communities they love. Amid that high-energy, larger-than-life environment, Makeship Monke Toss gave fans a chance to step out of the screen and into the game itself. The combination of custom gameplay, eye-catching design, and exclusive plushies created a buzzing, must-visit destination within GorillaCon.
Features & Add-Ons
The carnival games came with full-service support from Something New as a carnival game vendor, turning the setup into a seamless, end-to-end experience.
Custom Game Booth
A fully custom-designed booth brought the Makeship brand to life, creating an eye-catching, cross-branded, on-theme destination that stood out within GorillaCon.
Custom Game Board
A one-of-a-kind game board was designed specifically for the activation, giving fans a unique and interactive way to engage with the Makeship X Gorilla Tag world in person.
Custom Plushies
Exclusive custom plushies gave attendees a tangible piece of the experience, turning a fun moment of play into a memorable highlight of the activation.
Why it Worked
The activation worked because it turned a digital fan favorite into a hands-on, real-world experience built specifically for its audience. By partnering closely with Makeship and Gorilla Tag from the very beginning, Something New ensured every detail, from the booth design to the custom plushies, stayed true to the brand collaboration and resonated with fans. Set against the massive backdrop of VidCon, one of the premier global gatherings for creators and their communities, the activation became a standout moment that cut through the noise of a packed GorillaCon, deepening fan engagement and bringing the Gorilla Tag community together in a memorable, shared experience.
Carnival Games,
Reimagined.