Xbox Reaches Gamers in a Shipping Container Vehicle
Microsoft set off across Canada for the month of November to win over gamers, hype the Xbox One console and prove its dominance over the PlayStation 4. The tour traveled to Montreal, Toronto and Vancouver in a converted shipping container-turned Xbox One Source vehicle that when dormant looked just like the console, but transformed into a mobile pop-up when open to consumers in each market.
Gamers had to help “unlock” the Xbox One Source by entering their Gamertags (online social identities) on-site, on the Xbox Dashboard online and through Xbox.ca. Once the unlock codes reached 100 percent of goal, the gamers who took part received a “countdown to unlock” that allowed gamers to head out the door and arrive just in time to witness the unlock moments. In each of the three markets, the experience was themed around a different highly anticipated game for the console, which made each execution a little different for attendees and helped push pre-orders of key games.
The Xbox One Source unit was a 20,000-pound, 20-foot-wide and nine-foot-tall perfect replica of the Xbox One gaming console. It was fully outfitted and wired for 14 game stations inside, in addition to all of the other interior features and interactives—all of which was housed within the self-contained, transportable unit. For the “unlock” moments, builders rigged the main door to blow open and expose the interior of the gigantic console—a jaw-dropping experience for gaming fans and onlookers, alike.
In the end, the program netted 1.4 million social impressions, 250 media stories and 130,000 gamer unlock pledges, which is all pretty nice, but the real power came from the 8,842 consumer trials of the console. Game on.