Codifying the new Xbox on social media
With the launch of Xbox Game Pass, the brand was evolving from a console to a gaming platform where all were invited, not just the core console fan. To that end, phenomenal social content was pouring out of the team thanks to a strong global social agency.
The Challenge? How do we guide regional content teams and agencies to develop always on social content that hit the standard that the global agency had established.
KEY INSIGHTS
Gaming is for all
With the mass adoption of gaming, video games aren’t perceived as a lifestyle with most of our potential audience. It’s now a normalized, everyday part of culture. Content had to ride the line between celebrating gaming subcultures and being a part of mainstream culture.
Keep it positive
While almost 90% of Gen Z plays games, not all of them were talking online about it. We had to ensure every new follower felt as welcome as possible, and that means taking a stand against toxicity and gatekeeping.
Act like a creator
A look at the adjacent category of media brands revealed that the most engaging social accounts shed their marcom skins and spoke more colloquial. As contributors to culture already, it’s become downright expected by our audiences.
Celebrating Subcultures
Timothy Chalamet had an Xbox controller modding channel.
After winning the Finals, Jokic just wanted to play League of Legends with his squad back home.
Before he became the world’s most famous streamer, Ninja was a Halo pro.
Xbox Game Pass is more than just a games service— it housed an eclectic array of gaming subcultures, each one with their own language, metas, & mods, each one touching different walks of life.
Through its wide reach, Xbox Game Pass social content could not only make each subculture feel seen, but showcase what makes each and every one of them special.
SOCIAL STRATEGY
FOR THE LOVE OF PLAY
The new social strategy would empower our channels to create a positive space to celebrate the love of playing games. A place where every game-playing human being can learn, connect, and discover. A space that’s welcoming, inclusive, empowering, culture-bending, and downright fun.
Two Audience Approaches
We built out lookalikes for Xbox’s five key audiences and developed insights based on proprietary data, which then informed a full content & channel strategy playbook across two distinct Game Pass brands.
Growth Audiences
Xbox Game Pass channels would take a more mainstream approach, connecting its library of games to pop culture, and creating an open, inclusive environment.
PC Gamer Audience
Meanwhile, the PC Game Pass social account would connect with the passionate PC Gaming culture, taking on topics like competitive gaming, streetwear, and gaming hardware.
A Playbook focused on the wins
Too often, content playbooks erase what has worked before. This playbook leaned into the most successful content already being put out by Xbox’s global creative agency, setting the standard of the types of content that resonate and apply to the new social strategy and brand voice.