Our audience was defined by its pre-disposition towards a digital entertainment lifestyle, and interactive TV helped bring the experience to life.We excited two different sub-audiences simultaneously in different ways.Broader gamers were excited by an exhilarating exposure to the Xbox 360 world after pressing the red button. This included exposure to key launch games and the console. The more advertising-cynical and innately competitive, keener gamers, were engaged more deeply through hidden layers of coded content.

Deliver a brand experience that immerses individuals in Xbox 360’s world and creates a genuine buzz/word of mouth at its launch

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.

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.

Our overall innovative media strategy was based around Style and Substance:‘Style’ - using media to strikingly illustrate the sheer appeal / power of the Xbox 360 console‘Substance’ - showing the exciting variety of games availableThe use of interactive TV was the perfect communications vehicle to deliver this strategy - it allowed our target audience to have the most immersive and involving television experience.