Aku partners with EQL for innovative event-based launch at ComplexCon

INDUSTRY:

Art

LAUNCH TYPE:

Hybrid

CHALLENGE:

Event activation

Collectibles are hot. But collectibles that touch hearts, rally community, and tell stories are hotter — and few are doing this like Aku.

Aku, a digital character born from the mind of artist and former MLB player Micah Johnson, embodies the belief that we can do and be anything. That vision has rallied swarms of fans around Aku’s mission, creating viral buzz and even landing Aku on the cover of Time Magazine. In March of 2024, Johnson and the Aku World team wanted to give their fans the ability to bring a piece of Aku into their homes with the release of their 8” Dreamgazer Sculpture.

Knowing the demand would be high, but the pressure to bring an incredible brand experience to new fans at ComplexCon even higher, Aku’s team sought a partner who could help them run a seamless and memorable hybrid launch.

That’s when they found EQL.

“Before EQL, our community experienced drops using other third-party systems, but site crashes were an issue. Drops were just not going as smoothly as we planned,” said Matt Lawson, who helps manage the launches for Aku World.

Before EQL, our community experienced drops using other third-party systems, but site crashes were an issue. Drops were just not going as smoothly as we planned.

The Challenge

The event was made more complicated because the Aku team wanted to create an in-person experience, while also opening the launch to participation from fans worldwide using an online platform.

That left Aku’s team with three hurdles:

1. Providing a means for ComplexCon attendees to participate in the launch without the logistical hassle of storing sculptures on site while also offering them worldwide.

2. Allowing Aku's team members at the event to network freely without being tethered to their booth to field entries.

3. Creating a seamless experience for online fans, without website crashes or other frustrations.

Luckily, EQL’s flexible platform offered a solution to all of the above.

Aku activation at complexcon

The Fix

With only a few weeks before the event, EQL’s team got Aku set up with an engaging launch page that told the story behind the 8” Dreamgazer sculpture. The team seamlessly integrated a QR code at their booth at ComplexCon that fans could scan to access the launch page, delve into Aku’s world, and enter to win the sculpture.

Then, the team shipped the sculptures directly to winners following the event — removing the need for any logistical hurdles or storage at the event space.

And because of EQL’s scalable infrastructure and world-class bot protection, fans who entered online would be ensured a crash-free, hassle-free experience.

Complexcon hong kong

The Outcome

When ComplexCon rolled around, the pressure was on — and the event played out perfectly, both in person and virtually.

“There were quite a few of our community members who attended the event and had really high praise seeing how everything came together in person. And on the digital side, we've had really good feedback on the EQL drop, said Matt. “The community thought it was fair and feedback echoed that the drop mechanics were seamless. Just moments after everything was processed, they were notified if they won or lost. Everyone thought really highly of it.”

All in all, EQL x Aku achieved:
‍
- 100% sell-through
- Significant dollars saved by not having to store inventory on site in Hong Kong
- A stress-free ComplexCon experience for both the Aku team and fans

Due to the success of the drop, the Aku team is planning more launches on EQL throughout the rest of the year, including event-specific launches. Matt said Aku is also considering tapping EQL’s geolocation targeting capabilities for future events, which would allow them to upweight and reward entrants within a certain distance of a venue.

There were quite a few of our community members who attended the event and had really high praise seeing how everything came together in person. And on the digital side, we've had really good feedback on the EQL drop.