Everyone interacting experienced a fast moving video ‘epic’ communicating the world of Xbox 360.

To further appeal to keener gamers, a clue was embedded within the ‘epic’ that once solved, allowed progression to further hidden layers of content.

The first seven gamers completing the challenge appeared on a leaderboard; the first got their gamer tag displayed over the ‘epic’.

Furthermore, we seeded the interactive “challenge” via key gaming community websites to drive additional interest to massive success.

The most successful interactive TV campaign ever to have run in UK - a record breaking 1.9 million viewers experienced the Xbox 360 interactive TV and it delivered more than four times the conversion rate of an average iTV campaign.iTV contributed to the most successful console launch of all time.