Xbox Game Pass
Film, social, brand tone of voice • Client: Microsoft • Creative direction, copywriting, strategy
Launching the social media accounts for the "Netflix of video games" meant we had to make a grand entrance. And what’s the best way to do that? Why, a pop-culture-entrenched, meme-filled campaign celebrating Xbox, its fans, and our love for video games, of course.
The Launch Video
To help get gamers acquainted with our brand voice and tone, our campaign’s pièce de résistance had to come in hot. So, we combined the best elements of Big Pharma ads and stock footage with our love for irreverent internet humor and, well, it's best if you just watch the video yourself.
Above: The clue from our backdated Facebook post. Right: Our IG content kicking off the hunt. Below: What people had to retweet to win in a sweet, sweet Xbox.
*slaps roof of Xbox One X* This bad boy can fit so many different games in it.
— Xbox Game Pass (@XboxGamePass) August 1, 2018
RT and follow for a chance to win your own. Rules: https://t.co/NSXr4omkiP pic.twitter.com/ts1LhKLyRJ
The Giveaway
Along with our video, we set up an intricate giveaway that sent people on a scavenger hunt exploring XGP’s new social channels, intentionally backdated Facebook posts, and Reddit as they searched for clues about upcoming game titles and the granddaddy of them all: a chance to win a shiny new Xbox One X.
Press Coverage
Paired with the launch video, the giveaway helped garner over 12,000+ followers on Twitter and 6,000+ on Instagram—organically for both—within the first 12 hours of launch. The next day, our video got picked up by various press outlets, and the Chief Marketing Officer of Microsoft even gave us a shoutout.
Also neat: our launch video won the Silver Distinction at the 11th Annual Shorty Awards!
And with our channels launched, it was time
to bring out the always-on content…
Some people will tell you that a life without material possessions is the key to happiness however these games are digital so major loophole pic.twitter.com/JYgQJ6FpL0
— Xbox Game Pass (@XboxGamePass) January 24, 2019
Imagine this: you find out that Hellblade launches tomorrow. you’re disappointed because you wanted to play it today. but then you wake up - you’re dreaming. the game actually arrives today. in fact it’s already here. please enjoy. pic.twitter.com/yQ9llvVqvj
— Xbox Game Pass (@XboxGamePass) December 17, 2018
Why sit in agony trying to decide which ugly sweater is ironically cooler when you can play some new games pic.twitter.com/pHkcRRo9SJ
— Xbox Game Pass (@XboxGamePass) December 14, 2018
Oh hey, we’re giving away another Xbox One X. All you gotta do:
— Xbox Game Pass (@XboxGamePass) September 4, 2018
1. RT
2. Follow us
3. Win maybe idk
Rules: https://t.co/1BKl0Gs85X #XGPSweeps pic.twitter.com/c6UqPlukgF
Video games are here for you
— Xbox Game Pass (@XboxGamePass) February 25, 2019
We get it, Karen, you’re really talented. pic.twitter.com/TsgQvTNqQa
— Xbox Game Pass (@XboxGamePass) September 13, 2018
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Other graveyard sims: *doesn't bother existing*
— Xbox Game Pass (@XboxGamePass) August 31, 2018
Graveyard Keeper:
✓ State-of-the-art 32-bit graphics
✓ Shovel
✓ Stamina bar
✓ A skull you talk to
✓ Oven
✓ Onion rings
✓ Necronomicron
✓ Lots of gathering in general
✓ Cooking too
✓ Family-friendly witch burnings pic.twitter.com/HPW09iAcEA
The pandemic in The Division could’ve been avoided if everyone just washed their hands maybe.
— Xbox Game Pass (@XboxGamePass) August 3, 2018
Relatable tweet about video games
— Xbox Game Pass (@XboxGamePass) February 26, 2019
Above: Having grown up in the 90s watching toy commercials (see: Hot Wheels) set to rock ‘n’ roll and cheesy lines, I had an absolute blast scripting this spot for “GRIP”.Hey friends. Wanted you to know that GRIP: Combat Racing's rolling out today for your gaming pleasure. Please enjoy. pic.twitter.com/UmdyPdoyUC
— Xbox Game Pass (@XboxGamePass) November 6, 2018
Imagine, if you will, that you’re this turkey. You peek out from the car, marveling at all the November games you now get to play. Meanwhile, your owner glances back through the rearview mirror, a grin on their face knowing how perfectly absurd it is there's a turkey in the back. pic.twitter.com/m33wtaG6Ix
— Xbox Game Pass (@XboxGamePass) November 11, 2018
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Couldn’t find the audio track when making this, so had to improvise. pic.twitter.com/P02RxJS0rE
— Xbox Game Pass (@XboxGamePass) September 11, 2018
The Nutrition Facts for the fictional Overcharge energy drink from Sunset Overdrive. This was especially fun to write!
“Hitman” is an anagram for “Math In”.
— Xbox Game Pass (@XboxGamePass) August 7, 2018
Math in(volves numbers).
So do barcodes—just like the one on Agent 47’s head.
Coincidence? We think not. pic.twitter.com/P5eto19XsU