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Christmas lights walkthrough

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Published/Aired: 
December 2016
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Xbox, Dead Rising 4: Zombie Christmas, The Real-World Trailer

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Xbox and McCann London have installed a series of Christmas lights that form the first-ever game trailer you can walk through. The lights - hanging above the shopping plaza in London’s Brunswick Centre - don’t feature traditional festive imagery. Instead they tell a story about hordes of flesh-eating zombies to promote the new Christmas-themed zombie game Dead Rising 4 - developed by Capcom and published in partnership with Microsoft which launches on Xbox One and Windows 10 PC.

Last night, the online fan-base worked together to switch on the lights. By interacting with a cryptic Facebook Live stream of a zombie hand suspended above a button, Xbox followers moved the hand downward to press the switch and turn on the display, revealing the trailer to the world.

The Dead Rising Lights consist of nine panels of lights, suspended consecutively above a busy shopping plaza. The lights switch on and off in sequence to reveal a brand new narrative to gamers. As with all Xbox game trailers, it begins with the PEGI age rating logo and concludes with the iconic green Xbox end-frame.

The direct-response switch-on mechanism was part of a fully-integrated campaign revolving around the light installation, comprising:
• Live streaming on Facebook Live, Twitch and Periscope
• A festive event to mark the turning-on of the trailer
• Geo-fenced Snapchat filters
• An immersive, interactive 360° video so that those unable to visit the London installation can remotely experience it

Experiential advertisment created by McCann, United Kingdom for Dead Rising, within the category: Gaming.

Advertising Agency: McCann, London, UK
Chief Creative Officers: Rob Doubal, Laurence Thomson
EMEA Creative Directors: Sanjiv Mistry, Jamie Mietz
Copywriter: Jim Nilsson
Art Director: Jacob Björdal
Executive Vice President: Rob Smith
Global Business Director: Sailesh Jani
Account Director: Tom Oliver
Account Manager: Isobel Thomas
Account Executives: Sophie Grierson, Alice Parker
Planner: Charlotte Walters
Project Director: Clare Prager
Project Manager: Paul Gillespie
Head of Integrated Production: Sergio Lopez
Senior Event Producer: Aaron Raybe
Senior Producer: Duncan Groves
Junior Producer: Romina Contepomi
Production Manager: Ruth Oates
Director: Sam White
Sound Designers: Adam Smyth, Chris Gilbert
Business Manager: Nicholas Mugridge
Head of Design: Dan Howarth
Designers: Michael Bow, Carl Warren, Dan Fields, Simon Thomas
Production Company: Helix
Event Management: Momentum Worldwide
Streaming: Flux Broadcast
Video Production: Pebble Studios
Music Licensing: Frukt

Comments (2)

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Highest Rated

Dzsoi's picture
Dzsoi
Activity Score 8490

How to filter content above the shopping plaza?

kleenex's picture
kleenex
Activity Score 48079

I want one of those light up displays.

Dzsoi's picture
Dzsoi
Activity Score 8490

How to filter content above the shopping plaza?

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