Microsoft Xbox Survival Billboard
Agencies: MCCANN LONDON, M:UNITED//MCCANN, MOMENTUM WORLDWIDE LONDON, MRM METEORITE & CRAFT
The top accolade this year went to McCann London and Momentum Worldwide for Xbox One's Survival Billboard. The stunt also picked up Event Awards for Best Integrated Marketing Campaign, The Game Changer and Outstanding Creative Idea.
To launch its new Tomb Raider game in the busiest-ever launch period, Xbox had a 'Terms and Horrible, Horrible Conditions' recruitment campaign to select eight candidates for a reality show-style contest. The stunt saw the contestants stand on mid- air ledges to form part of the billboard's 'Sirvival of the Grittiest' headline while they endured blizzards, downpours, wind and heat – all controlled by the public via a live stream.
The winner, who lasted 22 hours, was awarded a round the world trip to destinations featured in the game. The event garnered 22,000 public votes, 56,000 hours of streamed content and 3.5 million views in a single day. The 'Surival Billboard' became a destination with an eight-minute dwell time versus eight seconds logged for a traditional out of home execution.
Judges said the idea was so simple it was genius. The stunt's brilliant execution captured the attention of consumers and non-consumers alike and created maximum talkability.
When the stunt launched, Event spoke to Xbox's Rise of The Tomb Raider marketing manager about the activation. Check it out here: Event TV: Why Xbox created a human billboard to launch Tomb Raider
Inside The Coca-Cola Pavilion at Milan Expo, created by agency MKTG, which picked up the gong for Global Brand Activation at this year's Event Awards.
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