Kevin Bolleteau I Motion & Design
Kevin Bolleteau I Motion & Design
How do you launch a product to an audience already using it?
This was our challenge with the release of PLAYERUNKNOWN’S BATTLEGROUNDS (PUBG) on Xbox One. While the game was one of the most hotly anticipated titles in Microsoft’s 2019 lineup, a ‘test’ version of the game had been available to the public for almost a year and was readily accessible on other game platforms.
We knew our biggest asset was our super fans.
We had two strong creative elements to work with. First, the iconic shape and design of the Xbox controller. Second, the on-screen congratulatory message that appears when you win a match in the game – ‘Winner, Winner, Chicken Dinner’ – which had become a cult phenomenon in the gaming community.
We created 250 Greaseproof Controllers.
A limited edition Xbox controller painted in a trademarked coating that literally repelled grease. Custom-built for our audience and coordinated with the game’s colour scheme, it allowed our super fans to keep playing – even once they won that elusive chicken dinner.
160+ pieces of coverage
including its own dedicated segment on Channel 10’s The Project
+52% in online conversations
around PUBG in ANZ the week following the campaign.
1.4m engagements on public social channels
with an 18% engagement rate on posts on owned channels - all of which was organic.
Significant peaks in both sales
of the game and controllers around our campaign.
Best Promotional Activity – PR Awards Asia 19
PR Campaign of the Year – MCV Pacific Awards 19
For the launch of Xbox One X in 2018, we opened the doors to a boutique, gaming-themed sleepover experience that would give fans unhindered access to the Xbox One X, days before its official launch.