CASE STUDY
Xbox Trevor Rainbolt
Challenge
Our team was tasked with turning high-octane racing excitement into sales for Xbox's Forza Motorsport launch. We needed to create a captivating influencer program to showcase the game's stunning visuals, highlighting the realism of 1:1 scanned tracks. Ultimately, content needed to leverage the thrill of racing to drive consumers to retailers, converting them into Xbox Series X users and Game Pass Ultimate subscribers.
*Geoguessing involves using visual clues to pinpoint your location on a map, typically from Google Street View imagery.
Strategy and Solutions
To showcase the incredible graphics of Forza Motorsport, we devised a unique influencer program. We partnered with renowned GeoGuessr* Trevor Rainbolt, challenging him to distinguish the game's stunning visuals from real-world locations. This creator-first approach was ideated specifically for socials; we leveraged Trevor's expertise to generate immense buzz around the game launch. To amplify reach, we also collaborated with a fleet of micro-macro influencers, further solidifying Forza Motorsport's position as the leader in console graphics and driving sales for Xbox consoles and Game Pass subscriptions.
CASE STUDY
On In 5
Challenge
The global Xbox Campaign, ‘Power Your Dreams’, centers around turning dreams into reality. Just like the larger campaign, ‘On In Five’ takes a gamer-centric approach, narrating tales of gamers overcoming absurd obstacles to connect with their gaming partners. Following this global TikTok campaign consisting of three waves of content, Salt was tasked with developing a campaign that embraced the On In Five concept and bringing it to life in Canada with a socially-led campaign speaking to existing, and attracting new-to-gaming audiences through engaging out-of-the-box content.
Strategy and Solutions
Our hyper localized approach started with our social team lead the charge on the organic content that took the audience on a wild journey through Toronto’s iconic cityscape. Our creator team then expanded this idea even further by partnering with 3 notable, diverse Canadian mega creators that put their own creative spin on the concept and took their audiences along on an interactive journey to reach their gaming partners. Our creators were also given the opportunity to give back to their audiences and giveaway a new gaming console to their followers to spark additional engagement and brand/product consideration – a win-win. The program delivered record low CPE and delivered 350%+ benchmarks.
Challenge
We were asked to help supplement global content by helping make Xbox more relevant in the local market through content that would speak to and help the brand relate to the Canadian audience.
Strategy and Solutions
Our approach was to truly dig into the depths of gaming culture and cross pollinate that with Canadian culture, resulting in both proactive and reactive content that ignites excitement within our Xbox community and makes them proud to be an Xbox gamer. We have seen explosive results with this strategy, overdelivering global benchmarks by 3:1 and developing global best practices for platforms like TikTok.
CASE STUDY
Xbox Series X|S Launch
Challenge
Xbox was looking to launch the most anticipated console in the history of the company in the biggest way possible. Only hurdle? It was the middle of a pandemic and we couldn’t get people’s hands on the device.
Strategy and Solutions
To help Xbox North America launch in a big way, we created two larger than life, 40’ tall, Xbox consoles. These installations gave fans an opportunity to engage with the brand via live stream through custom content, oodles of game codes and a global gamer scavenger hunt making Xbox a hot topic of the gaming community leading up to the Series X launch.
CASE STUDY
Bethesda Showcase
Challenge
As part of Xbox’s annual global showcase announcing its upcoming gaming activity, Salt was tasked with ideating and leading the creative integration of the digital showcase with the in-person events, hosted in LA, Toronto, Madrid, and Sydney. The objective was to broadcast the showcase then build on the excitement that celebrates it and the Xbox community with its fans – and do so in a way new to the brand given the absence of the E3 conference.
Strategy and Solutions
Working with the Xbox global team, we supported all markets by funneling our creative. Two of the markets, Los Angeles & Toronto, were under Salt’s direct creative management where we built an interactive event that allowed fans to engage with the games and people behind them via meet & greets, on stage programming, gaming stations, and game specific activation stations in immersive environments.
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CASE STUDY
Xbox Social Content