To celebrate the launch of Xbox Series X|S we drove an integrated local campaign with our Community in the center to leverage the #PowerYourDreams ...

To celebrate the launch of Xbox Series X|S we drove an integrated local campaign with
our Community in the center to leverage the #PowerYourDreams message.

With the power of Xbox O&O channels plus influencers, we asked our community to
submit their gaming dreams that we stickered on drones to lighted up the sky over
Cologne with a never forgetting drone show in our Xbox Dream Stream.

INFLUENCER INTEGRATION

To reach Core Gamer & NTX audience we amplified our campaign with a diverse mix of
influencer.

    •   PietSmiet (Biggest Gaming Creators | 2,4Mio)
    •   SaftigesGnu (Female Core Gamer |744k)

•   Marvyn Macnificent (LGTBQIA+ Beauty & Gamer | 1Mio)
   •   Bambi Mercury (LGTBQIA+ TV Personality | 60k)

While each of them told their dream on their own channel like “Combining Beauty &
Gaming, “Being the most successful Women in Gaming” or “Have the courage to be
yourself in Gaming”, we also included those dreams in a Social Campaign on owned
channels – with the assets being based on the global #PowerYourDreams campaign.

CYBERPUNK DRAG QUEEN

Bambi Mercury is a local celebrity who participated in “Queen of Drags” hosted by Heidi
Klum and created a Cyberpunk 2077 inspired Drag look based on the Nomad tribe,
which she shared the creation on her Instagram and revealed the Drag in the Xbox
Dream Stream at launch night + Cyberpunk Channel sharing her look on Insta Story.

  XBOX.COM

  With the CTA on O&O as well as the influencer channels for the community to
  submit their Dreams we drove 54k Unique Visits and 6,8k Dreams being

submitted. Every entry had a chance to with the “Xbox Dream Bundle” + Xbox
   Game Pass Codes and saw a countdown to our Dream Stream.

On the 9th of November we plushed a 1:15 hour stream on Facebook, TikTok and
YouTube. We preproduced the “hosted” parts in the Saturn flagships store in cologne
while the drone show itself was live that day.

    •   Bambi Mercury as a Co-Host and Maxi leading through the stream

    •   Over 20 Community members (MVPs, Fans, Influencer) were showcased in the
        stream to tell their Gaming dream + favorite Games to play
    •   Surprise drone show that showcased Xbox/Series X and 3rd Party Games: ACV,
        WDL, CP2077, Yakuza LAD, Destiny and the #PYD claim

WATCH FULL DRONE SHOW

We thrive to be accessible and inviting to everyone and this were some of our key
actions.

    •      Sign Language in our stream/vod
    •      Women in Gaming representation
    •      LGTBQIA+ in Gaming representation
    •      Accessibility Community representation

Over 40+ media placements showcasing the beauty shots of the drone show and
covered the digital event.

"On November 10, the actual day of the platform's release, there will be a global launch

event via livestream. This is intended to connect gamers of all nationalities, genders and
generations." - gameswelt

"The biggest of Team Xbox launch day events is there official livestream, which gives the
team an opportunity to celebrate and connect with fans by doing what we all love to do:
play games." - completexbox

"A sea of drones soared into the sky in Cologne to put on an impressive show for the
launch of the Xbox Series X. Drones flew in unison on the eye-catching aerial screen, their
tiny patches of light illuminating the night sky to take on various shapes." - hitechglitz

"In the video you can expect exciting talks with Maxi Gräff and Bambi Mercury about Xbox
Series X and Xbox Series S, views of great games of the next console generation, surprise
guests from the Xbox community and a brilliant drone show over the night sky of
Cologne."
- gamodrome

With the power of PR & Sandro Odak we seeded all relevant Gaming Influencers with a
mix of NTX & core Gamers including a diverse seeding approach. With more lifestyle

seedings coming up in Holiday timeframe.

                      UNBOXING VIEWS: 3M+

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