Fun times with the SEGA team this week as we got to make a real life Power Fist to mark the launch of Warhammer 40,000: Dawn of War III

We’ve been having a world of fun over the last week or so.

As part of our on-going relationship with the lovely people at SEGA, we were asked to come up with a cunning plan to launch Warhammer 40,000: Dawn of War III for them.

They wanted something that would generate coverage and excite fans – of strategy-based wargaming and the Warhammer franchise itself – beyond the reviews that would inevitably land.

So we came up with the very slightly odd plan to create a bonafide, fully-functional Warhammer Ultramarine Power Fist – used by the game’s most famous characters to bring destruction wherever they go.

Working with the team at REWIND (it was one of their stranger projects, we won’t lie), we managed to come up with a fist boasting 6,000 psi of pneumatic power, capable of battering through walls, terracotta flower pots and toilets (as well as through watermelons for visual impact).

We had a host of 20 or so journalists and influencers down to try out (and film themselves using) the Power Fist. We also topped-up media’s own content with our own “ad” for the Power Fist – positioning it as the ultimate DIY tool (the film is below).

Highlights included cracking editorial coverage across Ars Technica, PocketLint, The SixthAxis, PC Authority, Bell of Lost Souls, KultureGeek, TrendHunter, Alphr and a host of others.

However, the real coup came thanks to titles including IGN, Unilad and PC SOMETHING or other creating and sharing their own content on Facebook in particular. So it has been that well over 1,500,000 people have tuned-in to watch the Power Fist in action in fully-branded, compelling editorial video pieces. And what’s more, those pieces have taken the game direct to the target market for the title.

A great week altogether.

Here’s the Power Fist on UniLad …

and here it is on IGN …

Here’s the ad we made for it …

And then there’s a rather splendid BTS piece too …