Xbox had to make a trailer for a Christmas-themed game at Christmas time. But in the UK at Christmas, TV is cluttered. So instead of shooting a trailer, Xbox built it. Zombie Christmas, the first-ever real-world trailer, was built of animated Christmas lights, and installed in central London. Instead of celebrities switching on the lights , Xbox gave the gaming world the on button via livestream on four social platforms. In a live event, 500.000 gamers interacted to reveal an exclusive new story that only existed outdoors. The lights became a destination listed in TimeOut, and millions visited in person and in VR, all because Xbox chose not to interrupt, but to entertain.