Objectives

Create a visual identity and social content to celebrate the 15th anniversary of Xbox across the Xbox global and international channels.

Strategy and Execution

We created a moment in time for the 15^th anniversary of Xbox with a social campaign rolled out across Xbox social media channels: Facebook, Twitter and Instagram, including the newly rolled out Instagram Stories and Snapchat. The team created the visual ID for the campaign, which represented the campaign across all touchpoints – on the website, on sweatshirts and on social assets.

Creative leading up to November 15^th, the actual date of the 15^th anniversary, spoke to fans' love of the brand, primarily through the use of nostalgia. Instagram content featured Xbox consoles dating back to 2001, inviting fans to remember their own history with Xbox. Downloadable posters showcased every console and controller ever released by Xbox so obsessive fans could catalogue their favorites. We also invited Xbox employees and leadership to share their own favorite memories on Twitter.

Additionally, an animated Instagram Story showcased the history of the brand from games to hardware.

Results

• #15YearsofXbox campaign content resulted in above average volume across all Xbox social channels channels. Facebook (+269%), Twitter (+333%), and Instagram (+109%) content drove increased engagement compared to current 6-month averages.
• The Revolution Instagram post quickly becoming the top performing piece to date with 174K engagements (+130%). Furthermore, the Family Reunion post became the second highest performing post in the channel's history with 173K engagements (128%).
• Snapchat content successfully drove above average engagement (+14%) as top content highlighted influential developers and industry leaders throughout the last 15 years.
• Additionally, the #15YearsofXbox Snapchat activation was one of the most successful launches, driving higher average opens than that of other Xbox campaigns.

Media