To celebrate the launch of the XBOX360, the gaming community and literally all their friends and family were invited to take part in a World record water balloon fight. The press came along and generated great pr too. The event was shot from a helicopter allowing participants to view themselves online to tag and share. 2,951 gamers were involved, with more than 55,000 water balloons thrown. I helped to brand the whole event from a microsite, posters, flyers to the sodden t-shirts worn on the day.