Secret Game in Xbox 360 Advert

A playable interactive advert for Xbox 360 aired for the first time ever on Sky Digital on Thursday (22nd) night and is the first in Digital Interactive TV (DiTV) to allow viewers to play with the advertising.

Leading DiTV agency Weapon7, in collaboration with digital agency AKQA, has created the interactive launch campaign for Microsoft's Xbox 360. SPOnG decided to give them a quick call, to ask them all about the ad, as well as what those ridiculous company name acronymns actually stand for?


SPOnG: Can you tell us more about Weapon7 and AKQA? what is the acronymn for?

WEAPON7: Weapon7 is a Digital TV agency that creates brand building ideas through broadcast innovation. Examples of our work are often used as benchmarks of what is possible with DiTV advertising. Our clients include Coca-Cola, Microsoft, Orange, Smirnoff, GlaxoSmithKline, Chrysler, Nokia, Tesco, Hyundai, United International Pictures, T-Mobile, adidas, Nissan, LIVINGtv, EMI and HSBC.


SPOnG: Tell us about the game which viewers can play - if they were to play all the way through it how long would it take them?

WEAPON7: The challenge is the hidden levels in the video, it is code cracking in hidden levels. It took the Xbox community two days to make it through the three levels to the end. With hints it should take 2-3 minutes.


SPOnG: Do you think many viewers will choose to use the red button and play through the game? Do you have any research which gives an idea of the approximate percentage of viewers who press the red button on adverts?

WEAPON7: We have done campaigns that 2.5 million people have watched and played. And campaigns where 25% of viewers watching a TV advert have pressed red. Also remember that the level 'game' on interactive TV is space invaders and not Xbox 360 standard!


SPOnG: Do you have any statistics on how many viewers you think this ad will reach over the Xmas period?

WEAPON7: This will be researched and released.


SPOnG: What is the main advert about? Is the game similar in style/content to the advert itself?

WEAPON7: The interactive advert runs off the 'jump in' main advert and the Xbox 360 game launch ad.


SPOnG: How does the ad communicate the USP's of Xbox 360?

WEAPON7: It is all about gameplay and digital entertainment.


SPOnG: Would you say the ad was targeting 'casual' or 'hardcore' gamers?

WEAPON7: Firstly hardcore, then secondary casual.


SPOnG: Any more plans for playable games in adverts in the near future? With Microsoft or any other companies?

WEAPON7: Yes.


SPOnG: Do you think this marks a significant step forward in TV advertising?

WEAPON7: Yes, it allows discovery and drives community.


SPOnG: Advertising within game worlds is a growing industry - does your company have any plans in this area?

WEAPON7: Yes this is a great opportunity for any brands with engaging content or ideas.

Ah well, we never did find out what AKQA stands for. We can only but hazard guesses. Whilst the above is full of Barleyspeak and far from the most illuminating, or even mildly interesting SPOnG interview, the campaign itself is an interesting initiative and it could well be something of a milestone in the way videogames are advertised on television.

The initiative aired nationally on Sky as of the 22nd and is set to run for a month until the end of January. The spot can be accessed through four different commercials and the Sky A-Z. We will be sure to bring you the news of how successful the campaign is for Xbox 360 as soon as we have it. SPOnG can only hope that Microsoft pull their fingers out and get some 360’s into UK stores sooner rather than later!