Inspiration: ARE YOU NOT ENTERTAINED ??!?!?!!!?!!??!
Idea: Turn a traditional gaming lounge into a battle royale.

Xbox was launching a new console without the benefit of a blockbuster title. To make a big splash, we went to the epicenter of pop culture: Comic-Con. Their flagship game was a Roman epic, so we transformed the gaming lounge into a gladiatorial arena complete with live battles featuring Hollywood stunt performers, custom content detailing the game’s weapons forged by the cinematic blade smith that made Wolverine’s claws and an Augmented Reality experience that put gamers right in the game. Attendees became evangelists, spreading word of mouth and social that helped us blow past sales goals.