We showed off Sunset Overdrive’s brash, non-stop fun contrasted against conventional shooter-game tropes via digital ads. Each ad featured Sunset Overdrive’s unconventional weapons, bizarre characters and high velocity action to drive awareness and purchases.

Clicking on the banners drove gamers to a digital campaign landing environment. The site offered visitors quick-hitting info on the game’s coolest features, social updates, gameplay footage, and pre-order and purchase activation.

The campaign landing environment also housed Walter’s Workshop, an interactive digital experience featuring real world Sunset Overdrive weapons and live action explosions. Visitors could share slow-mo videos of the most epic destruction, check out the weapons in 360º views, watch exclusive gameplay, unlock an in-game reward, and buy the game at one destination.

We physically built four different Sunset Overdrive weapons and set up four unique targets for each weapon. All the live-action mayhem was captured in video and housed in a virtual firing range dubbed Walter’s Workshop.

By clicking on a big red FIRE button, viewers could watch the destruction unfold. Auto-playback featured the mayhem in gorgeous slow-mo footage, which was made shareable on users’ social channels.

Visitors could also change their POV, spin the weapon in a full 360º view, and watch exclusive gameplay footage.

And the Walter’s Workshop experience was built to work across all devices — desktop, tablet and phone.

Walter’s Workshop more than tripled user engagement time after it was added to the Sunset Overdrive campaign landing environment. And Walter’s Workshop more than doubled visitor entrance from its campaign landing environment compared to all other new IPs featured on Xbox.com.

The Sunset Overdrive conversion rate for the experience was 5.58% — nearly twice the industry standard. The experience also received 29,360 pre-order clicks, the strongest for any new franchise — 10x higher than any comparable new Xbox game launch from the previous year.

Sunset Overdrive was the number one selling game domestically and globally during its Nov. 1 launch.