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Award: Wood Pencil

Wood Pencil / Viral / Interactive Viral Advertising / 2006

The Perfect Dark Zero campaign is the first major push by Xbox in a full line up of holiday games titles for the new Xbox 360 system. Unlike most viral efforts, this campaign uses the website, email and your mobile phone to provide an immersive experience. Reveal to Joanna Dark, the sultry vixen and star of Perfect Dark Zero, that you know a friend who works for the shadowy dataDyne Corporation. She will ‘take care’ of your friend. When the job is done you'll receive a phone call from Joanna herself, requesting that you check your email where proof awaits you. The campaign succeeds at delivering a fresh and savvy interactive experience to Xbox's core audience while intriguing the masses. The idea is to involve users in the plot and reveal to gamers the look and interactivity of the futuristic game before it is released.

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