The One Show
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Category
Innovation in Cross-Platform / Experiential
Annual ID
OS_CP17087M
About the Work
Problem: In the UK at Christmas, TV (eg. John Lewis) is incredibly competitive. So to launch a Christmas-themed game, Xbox didn’t put a trailer on TV. Instead, they built the first real-world trailer from a popular seasonal attraction – Christmas lights. Xbox gave gamers the power to switch it on via livestream, and 500000 pressed the on button to reveal an exclusive new story that only existed outdoors. You had to walk through the installation to see the story. The lights became a destination listed in TimeOut, and millions walked through it in person and in VR, all because Xbox chose not interrupt the Christmas atmosphere, but to become part of it. Results: Over 500000 switched on the trailer. 1900% above average Facebook response rate. Over 4 million walked through it. Over 18000 social comments. Game sales exceeded target by 34%.
2017 Awards
Total Points: 5
Merit
Credits
Agency
McCann London / London
PR / Marketing Agency
Assembly / London
Production Company
Momentum Worldwide / London
Helix 3D / London
Flux Broadcast / London
Pebble Studios / London
Craft Worldwide / London
Media Company
Carat / London
Art Director
Jacob Björdal
Chief Creative Officer
Rob Doubal
Laurence Thomson
Creative Director
Sanjiv Mistry
Jamie Mietz
Director
Sam White
Editor
Francis Harris
Paul Jenkinson
Social Media Manager
Louise Ringrose
Writer
Jim Nilsson
Content Strategist
Charlotte Walters
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