To engage and excite their core target of hardcore gamers, Microsoft inserted a disruptive one-second film in the middle of nationwide Xbox One TV ads. To the untrained eye it looked like a “glitch”. But this audience knew better. The glitch contained hundreds of codes and ciphers which were revealed when it was slowed down or paused. The glitch took gamers on an amazing, cryptic journey to unlock title games, prizes and unique consoles. There was never any formal announcement, acknowledgement, seeding or explanation from Xbox. The campaign grew completely from gamers’ word of mouth.

Microsoft inserted a disruptive one-second film in the middle of nationwide Xbox One TV ads. To the untrained eye it looked like a “glitch”. But this audience knew better. The glitch contained codes and ciphers which were revealed when it was paused. The glitch took gamers on an amazing, cryptic journey to unlock title games, prizes and unique consoles. There was never any formal announcement, acknowledgement, seeding or explanation from Xbox. The campaign grew completely from gamers’ word of mouth.

17.8 million earned impressions. 383 news reports and blogs. 14,500 unique entries. 1% negative reaction. 7.9 million social media impressions. 230k youtube video views. For every dollar spent 5.6 was returned in media value. Figures we’re delighted with. The campaign continues to drive discussion as gamers clamour to revel in their successes and rewards, even after all prizes have long been won.