#XboxPAXAus
Xbox dominated the conversation at PAX Australia among 80+ gaming brands with the world’s first Twitter-powered gaming engine: the Xbox PAX Twitter Hunt.
The Context
PAX is Australia’s biggest gaming event, drawing tens of thousands of fans and over 80 brands each year vying for attention by showing off new releases, sneak peeks, and epic booths.
For Xbox to stand out, we had to go beyond spectacle. We needed to get into the gamer psyche and design something that would put Xbox at the center of both the floor and the feed.
The Approach
Gamers are wired for competition whether it’s topping leaderboards in Call of Duty or beating high scores in Candy Crush. So we built on that insight and created the world’s first Twitter-powered gaming engine.
Over three days, we launched a hybrid experience: a series of mini-games both online and onsite where fans could earn points toward a live leaderboard with tickets to X019 in London at stake.
The twist? The top scorer wasn’t even at PAX proving just how far the competition (and buzz) extended beyond the show floor.
For more info click here.
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