Xbox promote launch of game with outdoor augmented reality campaign

Xbox is promoting the launch of game Sunset Overdrive with an outdoor global campaign which uses augmented reality digital technology.

During the week of the game’s worldwide launch, augmented reality executions, created by Grand Visual, take place in Melbourne, San Francisco and London with the augmented reality execution of the outdoor campaign drawing on aspects of the game’s story and gameplay in an effort to convey the dynamism and excitement of the game.

Located in Melbourne’s Southern Cross Station, the outdoor panels created an illusion of angry mutants overtaking it. The creative will also feature an element of an energy drink that is a key element of the game’s backstory, the game poster and game release date information.

Speaking about the global campaign, Dan Dawson, creative technology director of Grand Visual, said: “What this campaign demonstrates is that the proliferation of interactive screens offers brands and agencies an international canvas for creating engaging digital out-of-home campaigns. This campaign has made full use of Grand Visual’s global teams, our knowledge of the worldwide DOOH landscape, and our experience in interactivity and augmented reality.