The video game community was desperate for a next-generation console and Microsoft was ready to deliver with the Xbox One. The problem? The competition was releasing their newest device at the same time. Never before had the battle for gamer attention been so fierce or important. A successful launch would mean more than just hitting revenue targets, it would mean that Xbox One would be the choice of gamers for years to come.

Microsoft wanted to capture the loyalists – the diehard fans that had always supported their brand. In the highly critical and vocal gaming community, word-of-mouth can mean everything. Having the backing of true fans would go a long way towards strengthening their message and being the source to spread support for their brand organically.

Therefore instead of launching the product and telling fans it was amazing, Microsoft decided to flip the script. It would ask gamers to launch the Xbox One for it and in turn, show them the magnitude of next-gen gaming.

Weeks before launch, an immense 40-by-nine-foot Xbox One console appeared overnight in Canadian cities across the nation. TV, radio, web and print sources ran over 250 stories with the buzz eventually reaching five continents.

Then, using social media, web and the Xbox Live network, gamers were asked to pledge their support for Xbox One online or in person at the console sites. Once enough pledges were received, it would unlock the mysterious consoles and reveal experiences found only on Microsoft's platform. As a thank you to the community, they were offered a chance to win prizes.

The first console unlocked on Halloween in Vancouver. Smoke billowed out of the unit and the gathered crowd soon found themselves surrounded by a horde of zombies. A hero emerged from the Xbox One armed with weapons and urged the audience to help him defeat the undead. Once the "battle" concluded, fans were invited inside the colossal console where they could demo Dead Rising 3, a zombie- themed game the crowd had just seen come to life.

A week later, the console travelled to Montreal and opened to reveal an experience featuring luxury race cars and their drivers. Fans were whisked away to the nearby Circuit Gilles Villeneuve track and given the ride of their lives. For those lucky enough to make it to the track, Forza 5, another Xbox One exclusive title came to life before their eyes.

The next weekend, downtown Toronto hosted an intense battle between Roman legionnaires and barbarian warriors that featured flaming swords and explosions and concluded with an epic feast. Those in attendance were given a real-life preview of Ryse: Son of Rome, another flagship title for the console, along with trial opportunities to get their hands on the redesigned controller and games before launch.

After each opening, video footage hit the web and a microsite was built on Xbox Live to help bring these performances to the digital audience who helped unlock the experience. As well, digital giveaways were unlocked and Xbox Live content related to the featured games were available to interact with. Due to the real-time nature of the web and Xbox Live, updates on these platforms were synced with the live events.

A mobile campaign was also launched that alerted any gamers that were physically close to the console site about the imminent performance. Digital banners appeared on popular gaming sites urging fans to join the project. An interactive Twitter swarm banner, located on MSN.ca, revealed a hidden image as Twitter users used the One Source hashtag.

By launch, over 130,000 fans had pledged their support, making this program the largest and most engaging in Xbox Live Canada history.

When the Xbox One launched, stocks sold out in days. Within the first 18 days on the market in 13 countries, Xbox One averaged 111,111 units sold per day.

Even with the spectacle of the colossal consoles, this campaign would not have had the same reach and impact without the digital component that connected the gaming audience from coast to coast. By enabling so many people to be able to participate and be rewarded by this program despite live activations in only three cities, the agency was able to highlight the strength of the Xbox community and its fans.