10/30/2013 03:22 EDT | Updated 10/31/2013 08:34 EDT

Xbox One Lands In Vancouver Parking Lot (PHOTO)

A frame from Dead Rising 3, exclusively for Xbox One, is seen under the Xbox One logo, at the Microsoft Xbox E3 2013 Media Briefing in Los Angeles on June 10, 2013. The press conference precedes the Electronic Entertainment Expo (E3) which takes place in Los Angeles June 11-13. AFP PHOTO / ROBYN BECK (Photo credit should read ROBYN BECK/AFP/Getty Images)

Go big, or go home. Right?

That may have been what the marketing team at Microsoft Canada had in mind when they dropped a giant replica of the next generation Xbox One gaming console on a Vancouver parking lot Wednesday to kick off their Canadian publicity campaign.

Reddit user soupyhands posted a photo of the gargantuan black box with the tagline, "Just a giant Xbone in a downtown parking lot."

Other users were quick to poke fun. "All those empty promises of a smaller console, and it leads to this," one user commented. "Should solve any overheating issues," quipped another. "...and the housing shortage," suggested a third.

Positioned in a lot at Nelson and Seymour, the huge model will apparently unlock when enough fans pledge their gamertags, either in person, online, or through their Xbox 360 consoles, giving them the chance to win a variety of digital rewards, according to The Georgia Straight.

What lurks within the big box remains a mystery, but Craig Flannagan, director of marketing Xbox at Microsoft Canada told The Globe And Mail it would be "pretty incredible and immersive in some ways."

He told the paper that the campaign (which will head off nationwide from Vancouver, building up to the Nov. 22 launch) is the biggest Microsoft has ever ventured in Canada.

This is far and away the biggest, maybe the biggest thing done in Canada for [the games] industry,” he said.

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