To celebrate the release of Xbox One X in Australia, we welcomed gamers to Stay ‘N’ Play – a boutique, gaming-themed, sleepover experience on Sydney Harbour. Integrating an extraordinary pop-up environment, PR, social coverage and a hands-on gaming experience for dedicated players, the campaign delivered high score results for Microsoft.
We designed and built a contemporary, modular ‘hotel’ complete with on-trend neon signage. Our motel featured four private suites for daytime or overnight visits which were booked out online in under three hours. Kitted out with modern, comfortable furniture, guests enjoyed all the trimmings of a luxe hotel stay including concierge and room service. A gaming lobby was also open to the public where gamers could get hands-on time with the new Xbox One X console.
Over the three days of the Stay ‘N’ Play experience, we generated over 310 media pieces across mainstream, consumer, gaming and broadcast channels with a combined reach of 150 million people.
The campaign has been recognised with a number of industry awards:
