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Project Dead Zone

Xfinity: Project Dead Zone

Problem: In 2018, Xfinity launched a new product: xFi Pods: small WiFi extenders. There was just one problem: our target, Millennials, didn’t know they existed.

Insight: For Millennials who stream all their entertainment, there’s nothing scarier than a WiFi dead zone.

Solution: With Halloween approaching, we used Xfinity xFi Pods to create a terrifying social experience sure to get our target’s attention: Project Dead Zone, the first live horror film, directed by Twitter.

D&AD Wood Pencil

D&AD ‘Next Creative’

D&AD Shortlist

Webby Awards Nominee

2x The One Show Merit

Art Director’s Club Merit

2x American Advertising Awards Gold

2x SF Addys Gold

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We found the largest haunted house in the U.S., the Winchester Mansion, and used xFi Pods to eliminate every WiFi dead zone across all 24,000 square feet.

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Then, we announced that a team of paranormal investigators would venture into the house to uncover the cause of a recent spike in paranormal activity. Users on Twitter were instructed to guide the team over an xFi-powered live stream.

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Thousands joined and directed the team with their comments. But shortly into the event, things took a horrifying turn, bending the audience’s perception of reality. The house became possessed and trapped the team, leading some viewers to even call 911. Suddenly, the live stream, powered by xFi Pods, was the only way anyone was getting out alive.

The media and horror fans alike loved it, with viewership topping major network premieres.

PDZ - Press