Rise Of Nightmares Launch
Xbox wanted to create a social media buzz for the launch of Rise of Nightmares, their first mature game title. To us, that meant a "Zombie Hunt" at PAX prime, the largest west-coast gaming conference. We hired zombie actors to haunt the conference floor in professional-grade costumes and makeup. During pre-assigned promo hours, we instructed attendees to capture zombies on their smartphones and post their zombie pics to Twitter using the tag #RiseatPAX. The first 20 people to do so received exclusive prizes. And even the game itself. Terrifyingly fun and effective!
