E3 is where all the greats of gaming come together to see the latest and greatest in the industry. But even with three days, it can be tough to visit every booth, wait in line, and play every game that catches your eye. So how can Xbox, who is offering some of the hottest titles of 2015 and 2016, allow everyone who comes to their booth walk away with a totally unique and special experience

Deliver it right to their phones for consumption at their leisure.

Fans visiting the Xbox booth or following Xbox on Twitter saw the call to action to text a keyword: XboxE3, Halo, ROTTR (for Rise of the Tomb Raider), or Forza, to 55755 to get a text leading them to all the latest content and some exclusive goodies, too. No waiting in lines, no elbowing your way over to get a poster — just great content on your phone that you won’t see anywhere else.

The program, created and managed by Ayzenberg, Xbox’s social agency, is powered by Waterfall and This Moment technology.