Air Force, Xbox LIVE hook up to feature recruiting message

Published Nov. 5, 2008

AUSTIN, Texas -- The Air Force announced Monday its partnership with Microsoft to promote the Xbox LIVE "Horror Meets Comedy" original short film series set to premiere exclusively on Xbox LIVE Nov. 19.

As the sole sponsor of the series, the Air Force will feature customized introduction billboards that are set to run with each pilot and interactive media placements that will live across the Xbox LIVE online entertainment network and the Xbox.com Web site. Users can click on these custom units and engage directly with the Air Force Brand Destination which offers users, many of whom are ages 18-24, the opportunity to learn more about the Air Force through video downloads, gamer pictures and theme packages.

"Xbox LIVE is a top destination for gamers and provides a new and exclusive opportunity for the Air Force to engage with our target audience," said Jim Askins, Air Force Recruiting Service account executive.

In this cross-platform promotion, eight well-known horror directors bring their comedic visions to life through unique short films only available on Xbox LIVE. The directors include James Wan and Leigh Whannel, creators of the "Saw" franchise; James Gunn, "Slither" and "Dawn of the Dead"; Andrew Douglas, "The Amityville Horror"; David Slade, "30 Days of Night"; and Lucky McKee, "May".

Emerging writers and directors Adam Green, "Hatchet", and Peter Cornwell, "The Haunting in Connecticut" due for release 2009 with Lionsgate, also join the partnership with production company Safran Digital Group. Mr. Green will create a short film titled "Fairy Tale Police," a "Cops"-inspired reality show in which two human police officers work to keep order in a land full of storybook villains, magical monsters and other cartoonish characters. Mr. Cornwell will bring his comedic vision to life in "Post Apocalyptic Pizza," which highlights that after a nuclear disaster even the most basic pizza ingredients command extravagant prices and no job is more dangerous than the pizza deliveryman. Both shorts will be added to the "Horror Meets Comedy" series and will premiere on Xbox LIVE in the winter.

The "Horror Meets Comedy" series and promotion is scheduled to run throughout in the 2008 holiday season with one short film debuting each week. More than 14 million members of Xbox LIVE will be able to download the free shorts beginning Nov. 19 with the launch of the New Xbox Experience. Viewers will ultimately vote for their favorite film with the winning film being developed into a series or movie that will be available exclusively to Xbox LIVE members. A sweepstakes will also be held for viewers to win Xbox 360 games and Zune merchandise with one grand prize winner getting the chance to meet their favorite "Horror Meets Comedy" director.

GSD&M Idea City, the Air Force's advertising agency, orchestrated the sponsorship.

"We are very enthused about the launch of our first original series and to be partnering with the Air Force and these two additional talented directors just further reinforces this," said Scott Nocas, Xbox LIVE Video Programming and Original Content Group product manager. "Collaborating with the Air Force brings yet another unique aspect to this project. We feel they are a perfect sponsor for the Xbox audience." (Courtesy of GSD&M)