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Xbox / Dead Rising 4: Zombie Christmas: The Real-World Trailer

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Xbox had to make a trailer to launch a Christmas-themed game. But it was Christmas time, when TV and YouTube are full of ads and trailers. With all that clutter, how could Xbox make a trailer that over a million gamers were guaranteed to watch? Xbox didn’t make a regular trailer. They built one out of Christmas lights, installed it in central London, and gave the gaming world the power to switch it on. 500000 gamers switched on the trailer, revealing a story that could be walked through in person or on mobile. This wasn’t an ad. It was a destination, even listed in TimeOut. By piggybacking on a popular UK festive tradition, Xbox didn’t interrupt Christmas, they became part of the festive season.

1900% above avg. Facebook interaction
4000000 walked through it. (target: 1000000)
34% above sales target.
Credits Other credits

Event Management: Momentum Worldwide, London

Streaming: Flux Broadcast

Video Production: Pebble Studios

Media Agency: Carat

PR Agency: Assembly

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