Xbox engaged ESP to promote the launch of their new game Halo 3 on September 26, 2007 and achieve a connection with NRL (National Rugby League) and AFL (Australian Football League) and appeal to their primary audience of sport fans. We devised a media activity that pitted the best kickers of the AFL against the best kickers of the NRL to take part in three different activities at a heavily Xbox branded football field.
Results: Channel 9’s The Today Show (equivalent to NBC show) provided over 10 minutes of coverage. Newspaper, MX also ran a half page feature. Xbox were thrilled with our ability to achieve cut through in a saturated Grand Final week (for both codes).