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. The lights became a destination, and millions visited in person and in VR.