Microsoft Xbox is promoting Christmas-themed zombie game "Dead Rising 4" with a Christmas light display in London described as the "first trailer you can walk through."
The lights, hanging above the shopping plaza in London's Brunswick Centre, tell a story about hordes of flesh-eating zombies. The lights switch on and off in sequence to reveal a new narrative to gamers. As with all Xbox game trailers, it begins with the PEGI age rating logo and concludes with the iconic green Xbox end-frame.
Part of the campaign involved fans helping to switch on the display via social media, interacting with a cryptic Facebook Live stream of a zombie hand suspended above a button. Xbox followers moved the hand downward to press the switch and turn on the display, revealing the trailer to the world.
The campaign was created by McCann London to launch "Dead Rising 4," which launched yesterday for Xbox One and Windows 10 PC. Laurence Thomson, chief creative officer at McCann London, said in a statement: "We wanted to reinvent the game trailer to connect with today's gamers. What better way to celebrate the festive season and the launch of 'Dead Rising 4' than a gory Zombie apocalypse lit up in glorious technicolor? By subverting the traditional Christmas light display we're kicking the schmaltzy Christmas advert out of the window and instead appealing to gamers' tongue-in-cheek attitude."