The Idea: Sell Instant Internet in an instant to the only people that appreciate internet that fast—gamers
Fios launched 750 / 750 Mbps Internet speeds in NYC in February of 2017. We created a digital-only stunt targeting gamers on the platforms they love.
We partnered with XBOX and Halo Wars 2 to release the game 6 days early for free, but just for an instant, to the 750 NYers quick enough to snag it. This was the first-ever brand campaign to be executed on the XBOX platform.
London International Awards - Silver Digital, Finalist Digital Innovation
Clios Short List
Webbys Honoree
IAC 6 Awards including 2 Best in Shows
(In case you don't feel like reading all of the stuff below)
We selected 5 NYC based gaming influencers to tease our "Instant Drop" of Halo Wars 2 the night before on Twitter: ACETV, aPG, Heinz, Tsquared and JeromeASF.
Word started spreading and #FiosInstant started trending on Twitter in NYC. People started sharing screenshots and videos of the countdown.
When the countdown hit zero, people only had an instant to download the game before it disappeared. While they waited to see if they were quick enough, they were shown a video of just how fast our new speed actually was.
People started posting images of their success to Twitter immediately.
The first 4 people of each of the 5 Instant Drops got to play Halo Wars 2 against our gaming influencers, with the matches streamed live on Twitch.
• XBOX's first fully integrated in-console campaign
• 6,000 NYC participants in just 7 minutes
• Social media reach of 16.7MM
• #FiosInstant was NYC's #1 trending topic
• 20% increase in daily sales.
Caprice Yu - Executive Creative Director
Doug D’Arrigo - Creative Director
Daniel Carlsson - Creative Director
David Zamander - Design Director