Xbox Live connects gamers together online around the world and currently has 14.5m users in North America.Throughout October, Reese’s exclusively unveiled new Avatar costumes from their Xbox Live Halloween Branded Destination. These costumes were displayed on unique Avatars and users had the chance to vote for their favourite. The Battle Royale ended on Halloween weekend when the winner was revealed. Just by voting, gamers were entered to win 800 MS Points to purchase any Xbox content. After the voting period, the campaign had a grand finale party for the Xbox community. Gamers were encouraged to grab their guitars, dress up their Avatars, and compete in the world’s largest online Halloween concert with Guitar Hero 5.By participating in the concert during Halloween weekend, gamers had a chance to win a colossal prize package: a full home entertainment system including an all-new 3D TV along with James Cameron’s Avatar: The Videogame.

Breaking nearly every record in Xbox Live history, there were 1.48 million content downloads with 1.1 million costume votes (typical campaigns see 55,000 votes), 90,000 Guitar Hero 5 Tournament sign-ups and response rates as high as 9.99%.

Among those who recalled the ads:• 20% increase in purchase intent • 32% told a friend about Reese’s• 40% purchased and ate Reese’s candy• 81% liked the look of the ads•56% had a higher opinion of Reese’s after seeing the ads• 74% felt the ads fit well into the Xbox Live environmentSource: Brand Awareness study via Interpret