This was a multi-layered television campaign engaging two diverse audiences. The digital advert was designed to provide the mass audience with a visual overview of the Xbox 360 experience whilst also engaging hard-core gamers who do not normally respond to interruptive advertising. An Easter egg hunt with hidden clues and layers generated discourse on the web. This was the first example of broadcast television advertising that could be played 24 hours a day via Sky Active A-Z.
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