Xbox reinvents the Konami Code for new online campaign
Promoting the launch of the Xbox One console, Xbox has rolled out a digital campaign paying homage to the ‘Konami Code’ – a cheat code originally used by early console gamers.
A reinvention of the code offers visitors to the 20 partner gaming websites – including IGN.com, Gamespot, Eurogamer, CVG, Games Radar, as well as Total Film, Wikia, T3, and Tech Radar – the ability to reveal one of a series of screens, each referencing a new title for the Xbox One.
Using the code on one screen reveals a zombie’s arm smashing through the website’s content (Dead Rising 3) while on another, the site visitor is plunged into the middle of gladiatorial combat (Ryse: Son of Rome).
In order to appeal to the gaming community’s sense of curiosity, news of the code has been gradually seeded out through social media using the hashtag #keycode through a coordinated approach between gaming sites’ own editorial streams and Xbox’s social community management team.
“We love this idea – it is true to our audience and speaks to them in a way they appreciate. Powering the campaign through social delivers great incremental conversation and buzz for Xbox One at a key time of year for us,” said Marianne McLardy, Xbox brand marketing manager.
The project was devised and executed by Xbox’s media agency, UM London.
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UM London
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