Using PAX West to kick off the release of the all-new Aurora Gaming Desktop, Alienware wanted to make a big splash in the media just like they did at E3 a few months prior. What better way to do this than by welcoming guests to the show with a totally Instagrammable moment? In the lobby before entering, attendees were drawn to the boldly lit Alienware Aurora Infinity tunnel—a larger-than-life representation of the new gaming desktop. When guests strutted their stuff through the tunnel, the lights changed colors to match the customizable lighting patterns in the Aurora units and cameras flashed. Before long social media was buzzing with posts about the all-new Alienware Aurora Gaming Desktop.