Verizon was launching "Fios Instant Internet" –a superfast internet 20x faster than the average. Speeds that fast aren't just for anyone. The people who really need it are gamers.
We needed a tailor-made campaign to the gaming community who spent their time on the consoles and not on traditional media outlets.
To grab thier attention, we partnerd with Xbox and Halo Wars 2, the most anticipated game release of the year. We created a portal on the homescreen on the Xbox console, right in front of everybody's eyes. And 24 hours before the official release time, we dropped the game for free. The catch, the portal was only open for seconds before it closed.
Clues about the drop and when the portal was open was spread through social media and gaming communities by pro E-Sport Halo players. Gamers who acted fast got awarded with a free copy of the game.
And the fastest gamers won a chance to go up on a 1v1 battle the same night against a pro Halo player.
The competition was broadcasted live to the entire gaming community on Twitch.