XBOX 360

• Client:
  Microsoft

First we sell the consoles, then we celebrate the launch by inviting consumers to take part in a water balloon fight, then we invite the press, then we shoot it from a helicopter, then that shot is put on the web, then everybody in the fight goes to find themselves in the shot and sends it on to their mates. It will end up being an 9-in-1 idea;

a celebration of success, a consumer reward, PR column inches, a connection event, a trial, a fundraiser, a demonstration of quality, a means to identify a loyal group, a viral name generator and last but not least a Guinness World Record – not bad for under $250k – most of which was self-liquidating as participants paid to play.