We created the longest / shortest TV ad ever!

On-air, blink and miss it.

On PC, spend hours pulling apart.

Glitch contained multiple codes and cyphers. Cracked, gamers were directed to unbranded websites and further puzzles. There were 4 fiendishly complicated paths, requiring steganography skills, binary code, advanced encryption, image / sound manipulation, plus knowledge of key Xbox One titles. Each journey built around a different Xbox game, with relevant rewards for those who made it to the end.

While live, Xbox would not acknowledge Glitch in any way. Ensuring integrity, gamer engagement was entirely organic. Even our main winner, contacted and transported to a mystery location for one final challenge, was kept in the dark until they claimed their prize. Everything was captured and explained with a PR reveal film, released after the promo had closed.

Utilising pre-planned inventory, Glitch incurred no additional media costs to implement.

1 minute post launch, gamers had uploaded Glitch online and were dissecting each frame.

Within 24 hours, mystery reported by gaming websites, with one article attracting an incredible 1,410 comments! So far, 383 sites / blogs carried reports. With minimal promotion, reveal film has attracted 349,748 views, 445% vs. target.

In 37 hours, Glitch was cracked: 14,500 individuals attempted, claiming 196 rewards.

To date, the initiative’s generated 17.8m impacts. Massively appreciated by gamers, recorded reaction <0.5% negative in sentiment! In earned media, Glitch repaid activation costs x5.6. So impressed, Xbox investigating global rollout of concept for future campaigns.