Xbox Game Pass

Social Media • Client: Microsoft • Copywriting, copyediting, copy and creative strategy

A little surf 'n' turf of my work for the service's official Twitter and Instagram.

Launch Campaign

The mission: launch the social media accounts for the "Netflix of video games" and make them stand apart from its more traditional father, Xbox.

Given that our target audience would likely already have or, at the very least, be aware of Xbox Game Pass, we wanted the social channels to be a way to celebrate Xbox, its fans, and our love for gaming and pop culture.

Our campaign had two main components: an anthem video and an intricate giveaway on Instagram.

The Giveaway

  1. Text in the Instagram bio directed people to examine one of the images within the grid a little more closely. And from there, people would be directed to additional images within the grid to examine. (We also hid codes to free Game Pass memberships, so we're sure that helped.)

  2. Eventually, the Instagram grid directed people to check out a backdated Facebook post. There, they were presented with a riddle that teased the identities of two forthcoming Xbox Game Pass additions to be announced at gamescom in Cologne, Germany. (It got people solving away on Reddit!)

  3. The backdated post also directed people back to the Instagram grid for the final piece of the hunt: instructions to enter a sweepstakes for a chance to win a shiny new Xbox One X.

The Launch Video (above)

The pièce de résistance of our launch. To make sure we set the correct tone and voice for the brand, we knew we had to nail them in our video. So, we combined the best elements of Big Pharma infomercials and stock footage with our love for irreverent Internet humor and, well, it's best if you just check out the video above yourself. Enjoy!

Numbers + Press

Paired with the launch video, the giveaway helped garner over 12,000+ followers on Twitter and 6,000+ on Instagram—organically for both—within the first 12 hours of launch.

And the next day, our video got picked up by some outlets online, which was extremely flattering. The Chief Marketing Officer of Microsoft even mentioned us. Also neat: our launch video got the Silver Distinction at the 11th Annual Shorty Awards!

And now for some samples...

Like father like son like pupper. #NationalDogDay #Petsmart

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Weekend forecast: blue skies and brand logos. #xbox #bliss

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Above: Having grown up in the 90s watching toy commercials (see: Hot Wheels) set to rock ‘n’ roll and cheesy lines, I had an absolute blast scripting this spot for “GRIP”.
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Every day is a good day for video games

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The Nutrition Facts for the fictional Overcharge energy drink from Sunset Overdrive. This was especially fun to write!