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Category
Use of Technology / Integration with Social Platforms
Annual ID
OS_RE17020M
About the Work
Brief: Xbox had to launch a Christmas-themed game at Christmas time. Insight: In the UK at Christmas, TV is cluttered, yet there are areas where people are out shopping that had not yet been utilised by brands. Solution: Xbox didn’t make a game trailer. They built it out of Christmas lights, and installed it in central London. Normally in the UK, celebrities switch on Christmas lights, but Xbox gave that power to the gaming world. Over 500000 people switched on the trailer live via four social sites, revealing a gory story that only existed outdoors. Gamers visited the lights in person and walked through it in VR. At Christmas, Xbox faced a choice: interrupt gamers, or make them want to interact. Results: 500000 switched on the trailer. 1900% above average Facebook response rate. 4 million walked through it. 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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