Life is short, Play More is the message from the Danny Kleinman directed European launch brand film from Xbox. Launching Xbox across Europe virally was the perfect way to establish the brand strategy and create a buzz to a committed gamer audience. Unlike many viral clips, production value was high though true to the format, the idea and message we simple. The detail and movement within the film presented hurdles when it came to compression and formats. Great care was taken to choose the best combination of compression, resolution and bit-rate. The end titles were enlarged to ensure that the text would be clear at size. The film would be distributed using all major file formats in two ways. Seeding downloadable files via fifteen leading viral sites such as www.punchbaby.com and directly from www.playmore.com, the brand launch site. Hyperlinks were embedded in the endframe of all QuickTime movies allowing us to track the click through and downloads from all sources were recorded. This gave us well in excess of half a million tracked plays with the actual figure estimated at over four times this. A testament to its viral success was the films accelerated transition to broadcast.