#feeltrueemojipower

To launch the new Xbox One X, the world’s most powerful gaming console, we tapped into the emotive side of things. We launched a massive integrated campaign, and partnered with Twitter to execute a unique part of it. When fans tweeted @xbox + #feeltruepoweremoji + any emoji they wanted, they were tweeted back a custom piece of content from the brand.

Working with Twitter strategists and engineers, we went about tackling content that could match back to over 2,000 emoji’s. We had an integrated internal team of designers, animators, editors, art directors and creative technologists, and also partnered with Transistor to supplement animation. With a small budget, limited assets we could tap into, and just under three weeks to pull it all off - we created over 200 pieces of unique content (plus the 200 that didn’t make the final cut). Each had a unique style and played off of popular culture.

The end result was fun, unique, and showed a more playful side of the brand. It shed the matching luggage feel, but still tied back to the emotion of the larger campaign. It garnered over 60M impressions across the world.

Client: Xbox Platform

Agency: 215 McCann

Production Partners: Twitter, Transistor