Xfinity: Project Dead Zone | Goodby Silverstein

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.

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

With Halloween approaching, we used 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.

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D&AD ‘Next Creative’

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Webby Awards Nominee

2x The One Show Merit

Art Director’s Club Merit

2x American Advertising Awards Gold

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OMMA Awards Best in Show

2x OMMA Awards Winner

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

Then, we announced that a team of paranormal investigators would venture into the house to investigate a recent spike in paranormal activity.

Twitter users were instructed to guide the team over an xFi-powered live stream.

Thousands joined the livestream 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 loved it, with viewership topping major network premieres.