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The new fragrance by Xbox

Published/Aired: 
September 2014
Xbox / Destiny:  The new fragrance by Xbox
Xbox Digital Ad -  The new fragrance by Xbox

Description

The idea of exclusive games, or exclusive downloadable content deals, have been commonplace in gaming for years. But less well known are deals that stop a rival console manufacturer from promoting the fact that a game has been

So another Xbox product had to be created and advertised that just happened to have the same name. Readers could then visit a campaign microsite (has been pulled since) or use the Blippar app to reveal the true story, as well as link to retailers to buy the Xbox version of the game. In just the first few hours, the site had more than 50,000 unique users, but more importantly, with one quick hit just days before the game’s launch, a strong link was forged between the names ‘Xbox' and 'Destiny' in the audience's mind.

The campaign is rumoured to be from McCann London....they declined to comment.

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