Verizon was launching "Fios Instant Internet" –a superfast internet 20x faster than the average. Speeds that fast aren't just for anyone. The people who really need it are gamers. We couldn’t reach gamers in traditional media channels - they’re just not watching America’s Got Talent, nor were they watching Hulu or Netflix. We needed a way to reach them where they lived. On their consoles.

So, we created the first brand campaign built and run exclusively on Xbox. 24 hours before the launch of Halo Wars 2 we dropped an early copy of the game on the portal. The catch was because Verizon was launching its instant internet they only had an instant to react before it was gone. Clues about the drop and when the portal was open was spread through social media and gaming communities by pro E-Sport Halo players.

Gamers had to follow pro E-Sport athletes to find out when the portal opened. If they acted fast enough they instantly got a free copy of the game before it was officially released. The fastest gamers then won a chance to go up on a 1v1 battle the same night against a pro Halo player.

Instant drops resulted in a 600% increase in Fios mentions online, 80% of XBox users were reached and Fios became the #1 trending topic on Twitter during the campaign.