Level Up Your Event: What We Learned Running SG60 with Sonic the Hedgehog
What happens when you mix Singapore’s 60th birthday with a global gaming icon? You get one of the most vibrant, fast-paced, and family-friendly campaigns we've ever run — and it’s still going strong.
As part of the SG60 celebrations, Into E Projects partnered with 18 shopping malls islandwide to launch a multi-weekend Sonic the Hedgehog-themed activation. From interactive carnival games to exclusive IP rewards, this campaign was designed to get families moving, exploring, and celebrating.
And the best part? It all leads up to National Day on 9 August.
1. A Three-Weekend Adventure Across Singapore
Spanning three weekends and 18 malls, the SG60 Sonic event is a true logistical feat. Most weekends see three malls running the activation simultaneously, ensuring maximum reach and footfall across the island — from the heartlands to key retail hubs.
Whether it’s your neighbourhood mall or a central hotspot, there’s a good chance Sonic is racing into your area.
2. IP Power Meets National Pride
Working with a world-famous IP like Sonic the Hedgehog requires more than just creativity. It demands coordination, approvals, and a deep respect for the brand.
We collaborated closely with IP stakeholders to ensure:
All visuals and mascots were brand-accurate
Game mechanics reflected Sonic’s identity
Every touchpoint — from banners to merchandise — felt authentic and consistent
At the same time, we gave it a distinctly Singaporean twist — in celebration of SG60.
3. SG60-Themed Games & Activities
Visitors of all ages could enjoy a range of locally inspired games and activities that brought together the best of national nostalgia and Sonic-style fun:
🎯 Golden Merlion (Ring) Toss – a cheeky nod to Sonic’s iconic rings, reimagined with a local landmark twist
🌳 Super Tree Pong – bounce shots inspired by Gardens by the Bay’s towering Supertrees
🧭 National Treasure Hunt – families explored the mall to track down SG-themed “treasures” and collect stamps for prize redemption
🌀 Sonic x SG60 Bouncy Castle – a fully customised inflatable that kept kids bouncing (and parents snapping photos)
4. Live Mascot Meet & Greets
At select malls, lucky shoppers were treated to a live Sonic mascot appearance — drawing excited crowds of fans young and old. With interactive dance moments and photo ops, these sessions gave families a rare chance to meet their favourite blue blur in person.
5. Exclusive Prizes & Branded Rewards
Participants who completed the challenges could redeem limited-edition Sonic SG60 merchandise, including:
🎁 Sonic-themed event neck pillows
🎁 Thermal mugs for on-the-go fans
🎁 Branded umbrellas — perfect for Singapore’s sunny (and stormy) weather
These exclusive items were a hit with both kids and adults, turning casual mall-goers into enthusiastic players.
6. Seamless Execution Across the Island
Managing a campaign across multiple venues, on multiple weekends, is no easy task — but it’s where Into E Projects thrives.
We oversaw:
AV and staging across different layouts
Staff deployment and crowd flow systems
Game logistics and prize inventory
ShopperLink check-ins and digital engagement tracking
7. Why IP Activations Need Specialists
Not every event company can handle IP collaborations — especially ones of this scale. Between approval pipelines, visual compliance, and brand protection, the margin for error is razor-thin.
That’s why clients turn to Into E Projects when it matters most.
✅ We understand fan-first experiences
✅ We deliver national-scale logistics
✅ And we respect the IP while localising the experience beautifully
From Sonic’s world to Singapore’s 60th, this campaign proves how global brands and national pride can come together to create memorable, meaningful experiences. And with the event running until 3 August, there’s still time to join the fun.
Planning a multi-mall event, a character-led brand activation, or a nationwide campaign?
🎮 Let’s power it up — together.
www.intoe.com.sg