To demonstrate just how real gaming had become we created the world’s biggest water balloon fight on one of Sydney’s iconic beaches - the perfect stage for this audience.Consumers lived the launch! THEY announced the arrival of Xbox 360 through participation in a world record-breaking event. From this we created digital media content while participants shared their own content with the world. This fuelled the buzz and brought to life “living the game”.

Incremental PR 900% of campaign budgetHighest selling console in its first week in Australian history Doubled Playstation2 game sales in its first 6 months.Achieved Guinness world record for most people involved in a water balloon fightAustralia topped global Xbox 360 brand tracking