XBOX ONE: DAY ONE
Gamifying the launch of the next-gen console on Brazil’s busiest avenue.
client
role
timeline
focus
the challenge
Generate hype without the controller in hand. Microsoft tasked us with the massive responsibility of launching the Xbox One in Brazil. The venue was a high-traffic Fnac store on Avenida Paulista. The hurdle? Due to setup restrictions, fans couldn't freely play the console yet. We needed a strategy to drive foot traffic, manage the crowd, and keep engagement high without the core product experience.
the idea
A real-life quest for the ultimate gamer. To stop traffic on Avenida Paulista, we brought the games to the street. Cosplayers from Ryse: Son of Rome and Dead Rising 3 staged battles outside, pulling crowds into the store.
Inside, we turned the inability to play into a game itself. We designed a "Day One Journey"—a gamified circuit where visitors navigated distinct islands dedicated to the console's new features.
By visiting every station, fans earned stamps. Completing the "passport" unlocked an exclusive "Day One Survival Kit," featuring energy drinks and custom Player 1 & 2 glasses.
Light up an industry by lighting up the room.
BTS
Strategy behind the spectacle. As the Marketing Planner, my role was to architect the consumer journey. I collaborated with the creative team to translate business goals into a spatial experience. I mapped the touchpoints to ensure the store flow would handle the massive crowds and defined the strategic assets needed—from the street performance to the "stamp rally" mechanics—ensuring every interaction led to conversion.
WHY IT WORKED
Total sell-out in 24 hours. The activation was an undeniable success. The gamified journey not only educated consumers on the new features but drove immediate, high-intent conversion. The buzz was so intense that the store’s entire stock of Xbox One consoles sold out completely on Day One. This achievement solidified our relationship with Microsoft, leading to us managing subsequent launches for games and peripherals.
