For the 2017 holiday season, Xbox needed to remind people that a custom-designed Xbox controller makes the perfect gift for the gamer in their life. Xbox needed to break through the mass of holiday advertising clutter and had a very small budget to do so. Through research into gamers (specifically Xbox enthusiasts), we were able to identify a dozen influencers that could get a good reach to our desired gaming audience.
We did research on each of the influencers and learned about the things they loved. We created custom, one-of-a-kind holiday gifts they couldn’t resist sharing. Each influencer received an ugly holiday sweater (in their size) based on the things they love – their pets, their favorite games, foods, colors, etc. – as well as a matching, custom designed, Xbox controller. Each package was rounded out with a personalized holiday card and Xbox themed gift wrap.
The influencers went crazy for the gifts. They spread the love by sharing unboxing videos, talking about Xbox and specifically the controllers on YouTube, Twitter and Instagram. In the course of ten days, Xbox racked up over 80,000 likes and 4.2 million views – all without spending a single ad dollar.