ABOUT

Background and brief:
Gamers may be loyal brand ambassadors, but a strong competitor can cause temptation. So, with the next generation of hardware due at the end of the year, Xbox had one objective: convince fans to lock in with the new Xbox Series X.

How we used connect to connect:
Our data team identified that ‘respect’ and ‘status' are powerful motivators for gamers. With this in mind, we created the ultimate bragging rights – the opportunity to get named in the Xbox Hall of Fame - a first-of-its-kind campaign in the gaming industry. ​

HOF celebrated those most likely to commit to the Xbox Series X – top performing Xbox fans – and challenged them to simply play on their current Xbox One, for a chance to make history. Lifetime categories for top performers were balanced with in-game trials to invite participation, conversation, and user generated content from all players. ​

We leveraged existing channels to minimise costs, starting with a mailer targeting players with high a score. We then identified our strongest digital platforms and posted content (localised into 10 languages) to drive awareness across the wider fanbase.