Our TV ad would be locked and loaded and supplied by Xbox Global weeks before GOW3’s launch. But of course TV stations aren’t limited to pre-recorded material; they can broadcast live…So could we augment our ‘standard’ TV spots with live play data from Xbox Live? Could we supply real GOW3 stats to a TV station minutes before broadcast and include onscreen? To be noticed and noteworthy, could we broadcast to millions the incredible number of players on Xbox Live right then? We could and we did! Post launch, multiple TV spots were adapted to include a special end frame communicating number of players who’d joined the fight “accurate as of 5 minutes ago”. We devised a unique automated script to supply the station with live Xbox Live data, and broadcast to gamers everywhere that, while the gaming scene moves on post launch, the game itself is just getting started.

“Just seen a GOW3 advert with the amount of players now playing… accurate as of 5 minutes ago!!! How the feckery is that possible?!?!” Willdart666, Twitter‘Live on Live’ reached +14% of gamers and was very noticed and noteworthy:210 blogs / features written, recording +2,000 comments online. One influential gaming outlet remarked of it as “the holy grail of game advertising”. And earned media value was 15x investment!