We opened an experiential retail space that’s an engagement loop disguised as a fan experience

THE CHALLENGE

The Outer Worlds became a cult classic with its first instalment, thanks to sharp satire, rich world-building and a loyal fanbase who got the joke. But beyond that core audience, the universe and lore remained a little under the radar. Xbox tasked us with creating a launch moment for The Outer Worlds 2 that expanded reach and re-energised fans something that felt more like an in world experience than a standard campaign rollout. They wanted us to bring the game’s biting corporate satire to life and let the community live it for themselves.

THE RESPONSE

Leaning into The Outer Worlds 2 GTM strategy of “satirise marketing for authenticity (and profit)” we opened the doors to A.C.Q.U.I.R.E aka Auntie’s Choice Quality Unit Installation for Rewards & Engagement.

Set within a full in-world takeover at The Truman Brewery, London, A.C.Q.U.I.R.E invited fans and creators to step into the corporate absurdity of The Outer Worlds universe. Inside, they could earn credits through branded “engagement” activities, from a TikTok Shop booth to a Plinko Wall and exchange them for exclusive, trend-driven merch like Labubu-style Moon Man charms and blind-bag skateboard decks.

The result was a fully immersive parody of modern fandom and consumer culture. A tongue-in-cheek celebration that turned players into loyal marketers of Auntie’s Choice.