Microsoft Xbox - South Street Seaport + Union Square

For the launch of Microsoft’s newest Xbox, I pitched and executed a multifaceted offline activation that saw our mobile gaming truck deployed to Manhattan’s famed South Street Seaport. The chief selling point was a sweepstakes to take home a console, at a time when they were incredibly scarce and almost impossible to buy. The truck featured a number of Xbox stations that allowed users to play an assortment of titles, and the event ran from the morning until the evening when we handed out the prize.

To further amplify the sweepstakes, I deployed street teams to Union Square where they handed out entry cards promoting the giveaway, incentivizing people to travel downtown to the Seaport for the drawing. By the time we picked the random ticket, a huge crowd of hundreds had crowded the area, resulting in the police having to provide security.

In addition to planning the activation, I also secured location permits for the Seaport and Union Square, allowing us free reign to hold and promote the event. The result was incredible buzz for the Xbox launch that blanketed NYC, and one very happy prizewinner.