Xbox

Creating a Cohesive Narrative 

For more than 20 years, Xbox has been a go-to for gamers seeking immersive, multi-player experiences. From fantasy to football, the brand creates worlds that transcend the screen and shape the culture. When promoting The Outer Worlds 2 game in a recent campaign, Xbox wanted a cohesive narrative that reflected the game’s offbeat humour and honored its audience’s investment in the alternate reality. That’s when Snapchat entered the game.

Launched Through a Lens

Xbox had one key aim: replicate the game’s unique energy in a way that would resonate with gamers aged over 18 in the US, Canada, Australia and France. That’s where Augmented Reality came in. In a global first, Xbox leveraged the first Snapchat Lens capable of scanning the real moon. By anchoring the game’s mascot, Moon Man, to the earth’s moon, Xbox brought the fan favourite to life, taking him from a gamer’s fictional world into a Snapchatter’s real world. After combining celestial interaction with character-driven storytelling, the brand shone real light on the new game.

Breaking Benchmarks with AR

Xbox’s four-week interactive campaign was a huge success, reaching more than 20 million Snapchatters ⁴ and earning 168 million impressions ¹. Driving a 5-pt increase in brand favorability and a 3-pt lift in action intent ²,  it reinforced AR’s ability to both move the needle and break marketing benchmarks. Meanwhile its creator-led content ensured the campaign’s cultural impact, expertly contributing to the excitement surrounding the new game. Mission accomplished.