We fought for pole position by partnering with F1 team; Alpine; breaking Xbox into a new sport with a bold creative campaign
We revved engines across the UK & Ireland a 2nd time, with the Forza Fiesta donut. Inspired by the eponymous motorsport sandbox game, Forza Horizon 5.
The collaboration took over the flagship Krispy Kreme box design, with vibrant yellow and gorgeous pink. The collaboration once again came with Xbox game pass codes with each Donut purchased, and the chance with an Xbox Series S console.
Working with F1 driver Lando Norris, we hosted a meet and greet, where fans compete with him on driving simulators to win a coveted, signed Krispy Kreme hat.
Xbox Hydration = battlefield domination. Combining the Xbox Masterbrand with a touch of retro-futurism, we launched 3 limited-edition Xbox x Chilly’s water bottles! Bottles were given away as incentive prizing through influencer livestreams and the Xbox official channels. If you’re lucky, you can go and pick up one yourself online.
In praise of recycling and sustainability, we created an exclusive H&M island on Animal Crossing. Players could donate their unwanted clothes to pick up recycled H&M garments in-game!
We worked with H&M ambassador Maisie Williams to create a series of video creatives, we even put Maisie in the game as an avatar for fans to interact with!
In August 2021, Xbox announced a partnership with the English Football Association (FA) as part of a long-term sports strategy, lighting Wembley up in green to celebrate their sponsorship of the England Senior Men’s and Women’s teams. Since then, we’ve created some distinct football campaigns to maximise Xbox’s partnership with the FA.
In the run up to the Men’s World Cup tournament, we worked with the FA to create a digital campaign that saw England players Declan Rice, Phil Foden and Tammy Abraham compete in a series of real-life challenges inspired by some of Xbox’s most iconic in-game worlds to win a limited-edition signed Xbox Series X consoles for fans.
We further supported Xbox in activating their access rights across the international football season, enabling us to arrange LED exposure, offer ticket giveaways and grant behind the scenes access to fans. This included inviting beneficiaries from videogames industry charity Special Effect to a special open training session at St George’s Park.
The H&M / Animal Crossing brand partnership was designed to celebrate H&M’s sustainability drive and promote its innovative world-first in store recycling system Looop. The campaign targeted, engaged and connected with gamers, gaming influencers and gaming press to raise awareness of sustainability and recycling in fashion amongst a young and eco-conscious audience.
Fronted by H&M’s Global Sustainability Ambassador and Game of Thrones actor and filmmaker Maisie Williams, our partnership featured the addition of the brand-new Looop Island in the Animal Crossing game for players to explore, where they could recycle their in-game outfits using the Looop machine and choose new ones as they played. Players were also given the chance to meet Maisie’s digital twin in the game at Looop Island.
Our partnership between Xbox and Places + Faces was all about two culturally influential brands doing something disruptive to drive conversations around cloud gaming and create deeper connections with Gen Z communities.
Inspired by streetwear and the rise of cross-body bags, the brand partnership saw the launch of the first accessory fashion bag for cloud gaming and the Xbox Game Pass Ultimate. A limited edition capsule collection was designed, consisting of a tee, hoodie, the special edition bag and a custom Xbox Wireless controller.
We created bespoke content and an extensive seeding program to bring the campaign to life and attract attention from press and influencers.
With Xbox and Gucci marking their 20th and 100th anniversaries respectively in 2021, it was the perfect time to come together to create something special in celebration.
Gucci designed 100 exclusively themed Gucci Xbox Series X consoles in Xbox and Gucci co-branded luxury travel cases, which were numbered with handwritten numbers and available to buy in Gucci stores worldwide and online. A further 20 limited edition console/case sets were seeded to A-list Gucci ambassadors.
This one-of-a-kind partnership put Xbox at the heart of the luxury goods space.
Our Xbox and Foot Locker partnerships have been going strong since 2012.
Most recently, in 2019, Foot Locker exclusively sold the ‘Ultimate Xbox Limited Edition Jacket’ which gave consumers free VIP entry to Gamescom, the world’s largest consumer video games event. In November of that year, Foot Locker attended XO19, a celebration of all things Xbox, where FRE Customs offered attendees live, Xbox-inspired sneaker customisation.