To promote a game about hacking, we got gamers to hack our competitor's campaign.
Watch Dogs is an action-adventure game in which you play a hacker using your mobile phone to access data and systems. Even though it was launching on both Xbox and PS4, Xbox was prohibited from doing any advertising in almost every channel because the game was funded by Sony. So we took inspiration from the game.
Using content and social, we incited gamers to hack PS4's campaign with their mobile phones and image recognition apps to unlock special XBox offers and gift packs.