Xbox managed to overcome an exclusivity deal between game developers and Sony in order to make fans aware that new video game Destiny was available on the Microsoft console.
Ad agency McCann instead created a fake ad for a new fragrance from Xbox, which just happened to be called Destiny.
Fans who clicked through to the Destiny Fragrance website, or used Blipper on the ad were able to see the true story, with text that read “Destiny is actually an epic new first person shooter, available on Xbox. Thing is, we didn’t have permission to run adverts for the game.
“So we didn’t. Thanks for smelling that something was up. Now get the game and become a legend.”
As Xbox could not use images from the game, or even the cover art, because of Sony’s deal, a bottle of Destiny perfume (right) was shown instead,
In the first few hours since launch, the Destiny perfume site had over 50,000 unique users.