Challenge
Xbox is one of the most well-known gaming brands on the planet, so when they came to us with a challenge to drive connection to sports fans, it was never going to be an issue about awareness. The goal was to reach sports fans in a credible way, more than a sponsorship, more than a logo – but bringing sports fans closer to the brand in meaningful ways.

Solution
To solve this challenge, we developed the Future Starts Here Framework, to build Xbox brand affinity from the ground up with sports fans across the US. Each time, anchoring the campaign around IRL activations with talent resonating with Gen Z and riffing off of key cultural sporting moments in time.

Truly Sticky social content, brought to life through partners. A big part of the success was finding the right partner(s) to drive further eyeballs, amplifying the final content to ensure it was being delivered to the right audiences. These partners ranged from key Xbox retail partners like Target, where we aligned content to key offers around Xbox products, to fan-focused media platforms like NFL Tuesday Night Gaming and Overtime WBB.