ZED is proud to have been on the ground floor of concepting, designing and producing one of the most influential gaming console launches in history – the Zero Hour event to launch the Xbox 360 console. Over 3,500 gamers from around the world and 150 members of the media traveled to a secret location in the Mojave Desert for a 30 hour-long non stop gaming and entertainment countdown to the launch. The launch culminated with Best Buy semi trucks rolling into the event to initiate the first sales of the console. Designed to engage the gaming community, generate media buzz, and reinforce brand loyalty, Zero Hour set a new precedent for gaming events by proving fan enthusiasm could drive global engagement.