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Xbox Greenstown: Series X Launch

Bastion Experience and Bastion Amplify were engaged by Xbox to launch the Next Generation Xbox gaming console via a groundbreaking moment that would garner global attention for the ANZ region and set the tone for 6 other key regional launch moments – in a global pandemic.

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Technology Event Campaign Tourism

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Social Media Influencer Management Strategy Digital Content Creation Film Production Merchandise Experiential

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Bastion Experience and Bastion Amplify were engaged by Xbox to launch the Next Generation Xbox gaming console via a groundbreaking moment that would garner global attention for the ANZ region and set the tone for 6 other key regional launch moments – in a global pandemic. Given the ANZ time zone, the rolling global launch of the Xbox Series X began with an hour-long live show celebrating the ANZ gaming community, featuring new gameplay from top titles, interactive competitions, content creators, messages from the Xbox team, fan engagement, and more​. The launch stream culminated in a spectacular real-life hero moment – a larger than life Xbox Series X hovering on Lake Wakatipu ‘powered on,’ with a unprecedented dream-like projection-mapped light show built from gameplay trailers. Working closely with Xbox to execute and manage the launch, as well as organising all components of the creation of the Xbox and light projections suppliers.. The launch was all framed by the Remarkables mountain range, and backlit with a city takeover where Queenstown New Zealand – the first country in the world to launch – became ‘Greenstown,’ the only place in the world that matched the visual fidelity of the Xbox Series X​.

Results

23M

Social impressions

68

Pieces of media coverage

Greenstown Lake
Greenstown Cube

Read more about this campaign

Mircosoft – New Zealand’s Queenstown to become ‘Greenstown’ as XBOX ANZ celebrates global launch of Xbox Series X|S

Newshub – Xbox Series X launches in New Zealand with spectacular ‘Greenstown’ event in Queenstown

NZ Herald – Welcome to Greenstown: Queenstown resort transforms for global Xbox launch.

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