To promote the launch of brand new Xbox One game Sunset Overdrive, Microsoft wanted to engage their gaming community once more with a secretive alternate reality game beginning with a hidden TVC glitch.
In a bizarre dystopian future, most of the human population has been transformed into deformed mutants having consumed the tainted fizzy drink ‘OverCharge Delirium XT’. This is the world of ‘Sunset Overdrive’ and the inspiration for our game of sleuth played out across the internet.
Together with McCann London, we created an online journey filled with tougher puzzles and even more insane challenges hidden throughout the web. We rallied players by inserting a ‘glitch’ into the ‘Sunset Overdrive’ TVC run in the UK and US. Then we simply sat back and waited for the eager gamers to feverishly scratch at their brains and solve it to win big prizes.
Players became detectives as they picked for clues leading to even more clues, scattered over LinkedIn pages, blogs, inside photoshop files, audio clips, CCTV footage and even calling up the FizzCo offices.