Xbox One X Launch

Mission:

Execute a unique, multi-faceted, global product launch and experiential strategy that would deviate from the norm and make Xbox stand out to new audiences and the media.

Strategy:

Engage and excite a core audience with several spectacular launch moments, with the normal rule book thrown out the window.

Outcome:

We executed the biggest Xbox launch on record, with Xbox Series X|S selling out in minutes, and a record level of engagement at launch.

• 20M+ views of livestream

• 1M+ interactions on ‘Dreams Within’ content across social platforms

• 26 earned media articles with a combined reach of 282m

• 18 pieces of interview-driven content at launch

• This campaign was a winner at The Drum Awards for Best Experience 2017.