Campaign: Xbox Launches New Game With Augmented Reality Activation

Campaign: Xbox Launches New Game With Augmented Reality Activation

Xbox is using augmented reality digital out of home in a global campaign to promote the launch of new open world game, Sunset Overdrive.

Steph Smith
Posted by Steph Smith

Conceived by Xbox and Dentsu Aegis Network, and produced by digital out of home specialist Grand Visual, the campaign sees augmented reality (AR) executions taking place in Melbourne, San Francisco, and London during the week of the game’s worldwide launch.

Available exclusively on Xbox One, Sunset Overdrive is a stylized open-world shooter set in the fictional metropolis of Sunset City in the year 2027. The game requires players to transform the open-world into their tactical playground by grinding, vaulting and wall-running across the city while using a devastating, unconventional arsenal to save Sunset City starting 30th October.

The Melbourne activity features an immersive augmented reality execution on a JCDecaux Innovate screen situated in the city’s Southern Cross Station. The creative draws on key aspects of Sunset Overdrive’s story and gameplay to create a digital out of home experience that conveys the dynamism and excitement of the game.
When they look into the screen, members of the public will think they are witnessing a horde of angry mutants overrun the station. Creative will also feature an image of energy drink Overcharge Delirium XT (a key element in the game’s backstory), the game poster, and game release date information. The AR screen will be live from 30th October through to 3rd November, coinciding with the popular gaming Penny Arcade Expo (PAX) at the Melbourne Convention Centre.

Speaking about the Melbourne activation, Joe Copley, managing director, Posterscope of Dentsu Aegis Network said: “This campaign demonstrates one of the great benefits of digital out of home — 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.”

Danni Robinson, JCDecaux Innovate operations manager, added: “JCDecaux Australia Innovate are proud to be part of Microsoft Xbox’s global DOOH execution. The use of AR technology allows passersby to feel they are part of the game through interaction with JCDecaux Innovate panels in real-time.”

At the same time, campaign activity will take place in San Francisco and London. Each of the three international activations is based on a similar concept, but creative has been tailored to the specific country, location, and screen environment.

The San Francisco activity — launched on 27th October and active for four weeks — features an AR bus shelter activation and nine interactive bus shelter screens. In London, augmented reality forms part of a digital experiential event at Canary Wharf which runs from 27th October until 31st October.

“The Xbox team was thrilled with the opportunity to provide a truly immersive experience for our fans, bringing the open world of Sunset City into the real world in a unique, compelling and memorable way,” said Julie Lowe, Xbox group marketing manager, Global MarCom.

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.”