The Xbox Vault
View the case- Brand
- Microsoft
- Year
- 2021
- Objective
- Awareness
- Industry
- Entertainment
- Mechanic
- Quiz & Trivia
- Platform
- Web
- Agency
- Makemepulse
- With
- Netflix
Objective
Xbox's 20th anniversary had a personal hook to lean on: The Rock unveiled the original console back in 2001, and twenty years later he was returning to the brand alongside his own Netflix film, "Red Notice." Xbox and Netflix used the coincidence to turn the anniversary into a joint promotion, giving fans an interactive reason to revisit Xbox's history while building a global sweepstakes and a stage for The Rock's anniversary broadcast.
Solution
At xboxvault.com, players step into a 3D vault modeled on the heist set from "Red Notice." Scattered around the room are 27 artifacts pulled from Xbox history — past and present consoles, accessories, and gear from Halo, Gears of War, Forza Horizon, Minecraft, Microsoft Flight Simulator, Doom, and Fallout. Spotting and clicking on an artifact triggers a four-option trivia question about it, and correct answers rack up points, all against a four-minute clock that bathes the vault in red as time runs out before the doors slam shut. Points convert into up to three sweepstakes entries per player, and the final score is shareable on social media; players can replay as many times as they want, with only their best score counting.
Results
230,000+ players took part in the experience during its 10-day run (November 15–24, 2021), generating more than 130,000 sweepstakes entries and over 20,000 social media posts sharing results.
- 1
The player learns about the vault from Xbox's 20th-anniversary broadcast or an Xbox Wire announcement and opens the free browser experience at xboxvault.com, no download required. It opens on a Red Notice-style premise: a closed private vault holding a hoard of Xbox treasures that the player is invited to break into.
- 2
Before entering, the player is told the rules: 27 artifacts are hidden somewhere in the vault, there are 4 minutes to find them, and each one carries a multiple-choice quiz question worth points.
- 3
A 4-minute countdown starts and drops the player into a 3D vault hall, free to look around and move between display cases and pedestals.
- 4
The player scans the room for artifacts — precisely modeled consoles, accessories, characters, weapons and vehicles drawn from 20 years of Xbox, spanning Halo, Gears of War, Forza Horizon, Minecraft, Microsoft Flight Simulator, Doom and Fallout.
- 5
Selecting a found artifact triggers a unique quiz question about that item; picking the correct answer from four options adds 100 points to the running score, for a possible 2,700 across all 27 artifacts.
- 6
Score and countdown stay visible throughout, pushing the player to find and answer as many artifacts as possible before time runs out; as the clock nears zero the whole vault floods with red light to signal the session is about to end.
- 7
When the 4 minutes expire, the vault doors slam shut, the session ends, and the player is shown a final score.
- 8
That score converts into sweepstakes entries on a sliding scale — one entry for 100–900 points, two for 1,000–1,900, three for 2,000–2,700 — capped at three per person.
- 9
To claim entries, the player registers for the sweepstakes, open to adults 18+ in any Xbox Live region, competing for prizes tied to the film and franchise: a painted portrait of The Rock, replica prop eggs hiding Xbox easter eggs, custom Red Notice-branded Xbox Series X consoles, and Game Pass Ultimate subscription cards.
- 10
Players can share their score on social media, replay as many times as they like with only their best run counted toward entries, and lose access for good once the vault closes at the end of the promotional window, when winners are drawn at random from the entries collected.
