Find the new X

Background & Problem

With the launch of Xbox Game Pass, Xbox has become possible anytime, anywhere via PC and mobile.
However, people still perceive Xbox primarily as a console for playing at home.

Insight

Gamers will go to great lengths to play a highly anticipated new release before launch.
(e.g. signing up for beta versions.)

Idea

We use the iconic Xbox “X” logo, redesigned in the style of each upcoming game, on outdoor billboards.
When people scan the “X” on the billboard with their phone,
they can instantly play a demo of the unreleased game on mobile.