Xbox augments reality in Canary Wharf

Microsoft's gaming brand Xbox enlisted marketing network Dentsu Aegis and digital agency Grand Visual to create an augmented reality (AR) installation to promote its new game, Sunset Overdrive.

The AR experience takes place in a bespoke crate
The AR experience takes place in a bespoke crate

The activation, which is taking place in London's Canary Wharf on 27-31 October, features four different AR concepts played on a loop. Taking inspiration from the game’s dystopian theme, members of the public will step inside the experience to be confronted with hordes of mutants that will appear to come to life in front of their eyes.

Dentsu Aegis and Grand Visual worked with advertising company JC Decaux Live and Russell Signs to create a specially built site featuring a large LCD screen and crates, where the activity takes place. It also includes game posters and information on its release dates.

The Canary Wharf activation is part of a series of global AR experiences located in San Francisco, USA and Melbourne, Australia. While all three are based on a similar concept, the creative for each has been tailored to the specific country, location and screen environment.

Lydia Osborne, client director at Dentsu Aegis’ out-of-home arm Posterscope, said: "Xbox has pushed the boundaries with this unique execution. We are breaking the conventions of Canary Wharf, a key London business hub, by surprising commuters with the action and excitement of Sunset Overdrive

"We have brought the characters to life by pushing the limits of augmented reality and merging Sunset Overdrive into the real world. We are incredibly proud and excited to be developing such ambitious and market leading campaigns with Microsoft on a global scale, while incorporating a local approach in the UK."

Dan Dawson, creative technology director of Grand Visual, added: "What this campaign demonstrates is that the proliferation of interactive screens offers brands and agencies an international canvas for creating engaging digital out-of-home (DOOH) campaigns. 

"This campaign has made full use of Grand Visual’s global teams, our knowledge of the worldwide DOOH landscape, and our experience in interactivity and augmented reality. The result is multiple immersive activations, born from a single concept, that will be experienced by people on three continents simultaneously."

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