Xbox promote launch of game with outdoor augmented reality campaign

xbox-sunset-overdrive-ar-dooh-melbourne2Xbox is promoting the launch of game Sunset Overdrive with an outdoor global campaign which uses augmented reality digital technology.

During the week of the game’s worldwide launch, augmented reality executions, created by Grand Visual, take place in Melbourne, San Francisco and London with the augmented reality execution of the outdoor campaign drawing on aspects of the game’s story and gameplay in an effort to convey the dynamism and excitement of the game.

Located in Melbourne’s Southern Cross Station, the outdoor panels created an illusion of angry mutants overtaking it. The creative will also feature an element of an energy drink that is a key element of the game’s backstory, the game poster and game release date information.

Speaking about the global campaign, Dan Dawson, creative technology director of Grand Visual, said: “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 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.”

The screen ran from October 30 until today, coinciding with the gaming Penny Arcade Expo which was held in Melbourne over the weekend.

Speaking about the Melbourne activation, Joe Copley, managing director, Posterscope of Dentsu Aegis Network said: “This campaign demonstrates one of the great benefits of DOOH — right time, right place. We’ve been able to create this engagement opportunity to coincide with PAX — and also share something extra-ordinary and global, with everyone else who passes through Southern Cross Station.”

The San Francisco activity features an AR bus shelter activation and nine interactive bus shelter screens while in London, augmented reality forms part of a digital experiential event at Canary Wharf.



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