News - Xbox's AR campaign

Xbox's AR campaign

28.10.2014 | Roadside | JCDecauxLive

Xbox is using augmented reality in an experiential campaign with JCDecauxLive this week to promote the launch of the new open world game, Sunset Overdrive.

Members of the public are being presented with an immersive experience in which hordes of mutants appear to be taking over the surrounding city landscape. The creative, presented on a large LCD screen inside a purpose built crate at Canary Wharf, draws on key aspects of Sunset Overdrive’s story and gameplay and highlights the launch date (31st October) to audiences.

Lydia Osborne, Dentsu Aegis said of the UK event: “Xbox has pushed the boundaries with this unique execution. We are breaking the conventions of Canary Wharf, a key London business hub, by surprising commuters with the action and excitement of Sunset Overdrive. Bringing the characters to life by pushing the limits of augmented reality and merging Sunset Overdrive into the real world.”

Available exclusively on the Xbox One, Sunset Overdrive is an open world third-person shooter set in the fictional metropolis of Sunset City in the year 2027. The game requires players to tackle legions of mutants — created when people consumed a new energy drink called Overcharge Delirium XT — and team up with other survivors to escape the city.

Conceived by Xbox and Dentsu Aegis, the campaign was planned and booked with JCDecauxLive by PSLive, and was produced by Grand Visual.

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