Xbox : Look Down
People now seamlessly integrate Xbox Game Pass into their daily lives, playing games anywhere through their smartphones. However, as they become engrossed in their screens, they often lose awareness of their surroundings. This campaign embraces that behavior by turning the "floor" they’re already looking at into a new gaming stage, creatively highlighting Xbox Game Pass's core value of "play anywhere."
OOH
For the Xbox Game Pass campaign, OOH ads are creatively integrated into the floor space of public locations, aligning with the behavior of people looking down at their smartphones. These ads provide humor and utility, like directions or reminders, and reinforce the brand message that Xbox Game Pass can be enjoyed "anywhere, anytime." This use of OOH transforms mundane public spaces into engaging and memorable touchpoints for the audience.
Scan the Code, Start the Game
QR codes are embedded into floor-based OOH advertisements in high-traffic public spaces such as airports, train stations, and stadiums. Scanning these QR codes allows users to access Xbox Game Pass content directly, creating an engaging, on-the-spot gaming experience.
Social Challenge
"Unexpected Gaming Spots"
The "Unexpected Gaming Spots" Social Challenge invites users to showcase creative or surprising locations where they play Xbox Game Pass on their smartphones, highlighting the platform's flexibility and "play anywhere" message. Participants share photos or videos with the hashtag #WhereDoYou to enter, with prizes like a lifetime Xbox Game Pass subscription or exclusive merchandise for the most creative submissions. The campaign leverages social media platforms like Instagram, TikTok, and Twitter, featuring user-generated content, influencer participation, and community voting to drive engagement and amplify Xbox's brand presence.
