Campaign BIG Awards 2008

Category: Digital - Media and entertainment

Xbox 'Slip'

MASTER YOUR ENVIRONMENT

Launching three new Japanese games for the Xbox 360, "Slip" is a stunning short film inspired by the theme of "Master Your Environment". Using the latest in-camera film technology, "Slip" portrays a freerun beyond the bounds of the traditionally possible and highlights what you can achieve when you break free of mental and physical obstacles and truly master your environment.

Filmed with 4 HD cameras and capturing 1,000 frames per second, this is the first time that cameras have been attached to a freerunner in motion, giving a real sense of being at one with the film"s protagonist.

Seeded through the Xbox community and popular video sites such as YouTube, "Slip" was a key campaign driver in generating buzz around the new games (Project Sylpheed, Vampire Rain, and Tenchu Z) - sending users through to more info on Xbox.com.

Online advertising and the film ultimately generated eight times as many engaged contacts as print, and the games went on to sell 446% against planned targets in the first campaign month. Xbox attributes this to the impact of the "Master Your Environment" campaign.