In a year where PlayStation and Xbox both were launching their next generation console, Xbox was faced with a large marketing task as the reaction to Xbox One's initial console announcement at E3 was met with mixed reviews and many gamers felt unsure of their purchase intention. The challenge and insight was clear for the brand: win the gamer. With Xbox One set to launch on Nov. 22, 2013, Xbox was challenged to be the next generation console of choice for consumers. This resulted in a big idea, a fully immersive community reward-based campaign designed to challenge the marketing norm for gaming consoles.

Xbox One Source was designed to reach Xbox's "core gaming" community (19- to 24-year-old males), focusing on the true base of beloved fans, as well those who may convert from PS4, through a tailored pop-up experience that was "unlocked" by coming together as a community. A massive Xbox One was constructed and appeared overnight in central spaces across Canada. Social networks immediately lit up at the appearance of the huge console and gamers were given the opportunity to help "unlock" the Xbox One by entering their Gamertag (online social identity) onsite, on the Xbox Dashboard (the homepage on Xbox 360 that millions of gamers around the world visit every day), and through Xbox.ca.

To promote excitement and seed the campaign, gamers were teased with a 30-second video, posted online and on the Xbox Dashboard, showing the assembly of a colossal Xbox One console, and the message: "an epic experience is coming…" with the hashtag #XboxOneSource. Promptly thereafter, Xbox One Source went live on Xbox.ca, Facebook and the Xbox Dashboard asking gamers to "pledge" their Gamertag to become a part of the source power that would "unlock" the Xbox One. The pledge counters were all created custom for the program and were unique to each of their respective mediums – Facebook, online and Dashboard.

Each time pledges reached 100% a "countdown to unlock" was communicated, allowing gamers to arrive on site to witness the unlock moments, which were game-themed experiences designed to promote organic content capture, social sharing, immerse consumers into the game and provide unique trial experiences.

In Vancouver, on Halloween, the unlock was themed around a new zombie apocalypse game, Deadrising 3. The main character of the game emerged, warning the crowd to prepare for a zombie attack. Within minutes, more than 100 zombies began appearing out of alleyways and adjacent structures, which consumers had to fend off and "kill." When the zombie attack was thwarted and the consumers were victorious, they entered the giant Xbox One, where 14 gaming stations provided game trial.

In Montreal, when the Xbox One was unlocked, engine roars were heard, as Lamborghinis, Ferraris, and GTRs pulled up and surrounded the activation. Consumers were invited inside the Xbox One to compete in Forza 5, the new racing game. To enhance the experience, winners from each wave of players were escorted to the Gilles Villeneuve F1 racing circuit, where they got the chance to ride the exotic cars on a closed course with professional racers.

In Toronto, unlocking the Xbox One brought forth an epic battle between the barbarians and Roman soldiers from the game Ryse: Son of Rome. Consumers were then treated to a Roman feast, game trial and the opportunity to train with the soldiers with real weaponry and armor. The final appearance of the giant console was in front of the venue for an exclusive launch event, creating a dynamic and immersive entrance to the experience. The event featured gameplay, celebrity talent and appearances, personalized giveaways, immersive game-themed performances and the ability to purchase an Xbox One onsite through a retail partnership with EB Games Canada.

The program achieved 1.4 million Social Media impressions, 250+ Media stories globally, 130,000+ gamer pledges and 225,000+ video views, which all took place pre-launch of the console. Overall, the console contributed to 8,842 consumer trials (143% above target).

Over 1 million consoles were sold through to consumers in the first 24 hours in 13 countries. Within the first 18 days on the market in 13 countries, Xbox One averaged 111,111 units sold through to consumers per day – a record-setting pace for Xbox. Consoles have sold at a rate of 2.29 times faster than Xbox 360 in the same timeframe for the first three months on the market. Xbox One continues to see impressive software sales with an average of 2.75 games sold per console.