The goal

Develop and implement a product roll-out for the official launch of Xbox’s latest console.

The Big Idea

Create global launch experiences in LA, London and NY, where all key audiences come together (fans, media and strategic partners) to engage with the new console and game titles first-hand, ahead of becoming available in the market.

The Results

This insider-only, experiential strategy, created an experience that was truly heartfelt and moved the dial of what brand love meant to the audience. It delivered a resounding marketing impact, creating hundreds of millions of impressions, features in the world’s largest publications as well as local media, and winning the heart of fans around the world. It successfully laid the platform for a hugely successful launch into market.

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