Here's the quick case study if you don't feel like reading all of the stuff below.
We kicked things off with our influencers...
We selected 5 NYC based gaming influencers to tease our "Instant Drop" of Halo Wars 2 the night before: ACETV, aPG, Heinz, Tsquared and JeromeASF.
Their tweets instructed people to check out their XBØXes where they'd see a countdown to the drop:
NYC #XboxOne gamers, get ready for a chance to download #HaloWars2 for free. It’s happening tomorrow on your #XboxOne. #FiosInstant #promo
Word started spreading and #FiosInstant started trending on Twitter in NYC. People started sharing screenshots and videos of the countdown.
When the countdown hit zero, people only had an instant to download the game before it disappeared. While they waited to see if they were one of the lucky few that were quick enough, they were shown a video of just how fast our new speed actually is.
People started posting images of their success to Twitter immediately.
and a lucky few...
The first 4 people of each of the 5 Instant Drops got to play Halo Wars 2 against our gaming influencers, with the matches streamed live on Twitch.
• XBØX's first fully integrated in-console campaign
• 6,000 NYC participants in just 7 minutes
• Social media reach of 16.7MM
• #FiosInstant was NYC's #1 trending topic
• 20% increase in daily sales.
Caprice Yu - Executive Creative Director
Doug D’Arrigo - Creative Director
Daniel Carlsson - Creative Director
David Zamander - Design Director