XBOX GLITCH / MICROSOFT
Creative Partner: B-Reel, London
My Role: Lead Producer, B-Reel
Type of Project: virtual treasure hunt, realtime gaming / multi-player gameplay / live action shoot & IRL event
To mark the launch of the Xbox One, B-Reel created an ambitious and very secretive campaign, in collaboration with Crispin Porter + Bogusky.
Microsoft wanted to thank fans for their loyalty with a never-before-seen campaign, taylored perfectly for the gaming-community. It started with an unannounced, disruptive one-second subliminal message hidden in the middle of a nationwide Xbox One TV ad. To the untrained eye it looked like a “glitch”. In just 25 frames of the commercial, seen by millions, but only understood by Xbox fans who were intrigued to delve deeper. The glitch took gamers on an amazing, cryptic journey to unlock title games, prizes and unique consoles.
We created this complex matrix of games, ciphers and pathways, spread across the internet. Without knowing where the trail would take them, we took players on many labyrinthine code breaking journeys, revealing hidden prizes, leading to one ultimate prize. All originating from the same one second glitch.
The campaign was hugely successful, creating a great commotion amongst the serious gaming community. So much so that Microsoft has launched three campaigns in the Glitch series, now a global campaign.