XBOX

POWER YOUR
DREAMS

Xbox had just become the biggest gaming brand in the world. We powered on the next chapter during TwitchCon with the first-ever 3D anamorphic takeover of the Sphere.

 

PRESS: IGN · Gamespot · The Verge · Eurogamer · Little Black Book · r/Xbox subreddit
AWARD: MUSE Creative Awards (Out-of-Home – Platinum)

The Sphere in Las Vegas is the same shape as the Xbox logo. TwitchCon, one of the biggest gaming conventions, happened in Vegas right before our brand campaign launch. It coincided with the acquisition live date of Activision Blizzard.

In our dreams, right? Which is why the stars actually aligned that way. PlayStation had the Sphere the day after us... you snooze, ya lose. And 48 hours later, our takeover had received 40 million views, 1.3 million social engagements, and coverage in 45 press articles.

    

We continued to rally gamers on TikTok. Knowing that no one actually hops online in five minutes when their friend texts them "on in 5?" our challenge showed all the side quests that gamers go on first. (After we sold this in, Xbox handed it off to a social partner agency to produce.)

The videos got 256 million views, 180 million impressions, and 19.2 million engagements. Plus, 100,000 more people started following @xbox on TikTok.

Made at 215 McCann.