We created Fios Instant Drops, the first-ever brand campaign built and run exclusively on the Xbox platform. Targeting NY gamers, we took the only ad placement on the Xbox and transformed it into a multiday, rich digital experience. To maximize engagement and connect to the power of instant, we gave away a hot new game release the day before its official release for free. But with one catch – the gamers had to be fast, or the drop would disappear.

Fios Instant Drops was the first-ever brand campaign built and run exclusively on the Xbox platform. We offered a game drop so instant, it challenged even the fastest gamers.

While gamers were getting ready for the heavily anticipated Halo Wars 2 release, we dropped the game 24 hours before the official launch, right on Xbox. Activating through social, pro gamers announced the drops the day before on Twitter to their followers, and tweeted the drops during the big day.

The drops were only available on the Xbox console for seconds before they disappeared. The gamers reacting fast enough got rewarded with an exclusive prerelease. And the fastest gamers got a chance to prove themselves in a one-on-one competition against pro Halo players, broadcast live on Xbox on the biggest gaming stage, Twitch.

• We reached 80% of Xbox users in NY.

• Fios mentions went up 600%.

• #FiosInstant went all the way to #1 trending in NYC.