Hex 168 was a 6-week campaign tightly integrated with the overall marketing and launch of the Xbox 360 console. Create a vehicle for enthusiasts to show their passion for the Xbox 360 and attract broad audience attention, enthusiasm, and participation in the product launch.” The campaign started with a mysterious website established by the crazed scientist Dr. Lutz, who was insistent that there was evidence all around the world of a massive change coming. Real world signs that supported Lutz’s contention included numerous college marching bands mysteriously forming the “sign of the Hex” during half time performances at football games all over the U.S., the quirky phrase “The Beginning is Nigh” appearing on movie marquees and buildings in major urban centers, and 200-foot versions of the “Hex” appearing as crop circles and beach art (to name a few). Lutz’s call to action for the audience was to submit their own photographic or video evidence of the affects of Hex 168. Entries needed to demonstrate how the Hex “changed” groups of one, six, or 30 people. The submissions (once screened) were provided to the Internet audience to review and rate on their level of “Hexed or Not.” Top vote-getters were then screened by a panel of judges, with winners granted invitation to a “secret” pre-launch party and free Xboxes. Six-and-a-half million people voted on over 2,500 player created and produced submissions within a 10-day pre-launch period. An expert panel judged the top vote-getting submissions and awarded the winners tickets to Zero Hour, the product global launch party, as well as Xbox 360 consoles a week before they were available at retail.” Hex 168 resulted in thousands of official creative content entries submissions, tens of millions of web hits through viewing and voting, and high awareness of and desire for entry to launch party, which received substantial world-wide media coverage. hex168.com