The Field beat off competition from seven other agencies to win the contract, previously held by TRO.
The activity will kick off on the 24 September, and will see 2,000 mini event days executed in retail environments across the nation over the next nine months.
The Field will recreate a homely environment for shoppers to try out the console, and has designed 50 new promotional kits that will be toured round the UK by their staff.
"The Field’s strategic approach and creative response to the brief made our decision easy. As we move into more and more experience led communications with our consumers and retail partners alike, we needed an agency that could deliver on quality, scale and detail," said Xbox & Entertainment, Retail Sales and Marketing Division director Stephen McGill.
The Field managing director Chris Dawson added: "It’s a challenge to keep the rich experience feel on a campaign of this scale, but the investment in new kits to act as scenery for our crew will help. The initial tests have gone very well and I am extremely pleased to win the account from such heavy hitting peers."
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