Faced with often reductive perceptions about gaming, our mission is to demonstrate that video gaming "Xbox style" is not limited to a niche of "geek" teenagers, but rather, it appeals to a multitude of communities. To achieve this, we have designed engaging local campaigns, specifically targeting powerful influencers and journalists.
Concept & Strategy
A series of 4 successive digital & IRL actions (round tables broadcast live, web series, etc.) highlighting Xbox's initiatives to support inclusion and diversity in video gaming by honoring 4 different communities: LGBT+, Women, Disability, Parents. These communication operations were relayed 360° in PR, influence, and social media, coupled with media buying.
+150M impressions for the 4 campaigns