Game Pass gives players access to hundreds of great titles and allows players to play day one.
To promote the December launch of High on Life on Xbox Game Pass, we needed to harness the comedic creative energy of the game while creating an impactful moment that was native to its December time frame.
Our objective was to let as many players as possible know that the game they wanted to play day one was waiting for them on Game Pass.
STRATEGY:
Knowing that players sense and ignore samey brand activations, we needed to tap into High on Life's irreverent ability to turn inanimate objects into self-aware talking characters.
With no topic or object too sacred for High on Life to skewer, we turned our attention to a yearly staple of brands: The Yule Log video.
PRODUCTION:
Where several brands and streaming services are known for sharing long-stream fiery yule logs, we wanted to take it to the next level. Enter Logswurth - the self-aware, talking yule log.
Logswurth is an animated yule log who shares the hopes, challenges, and excruciating pain of being a burning log - all with holiday cheer.
THE AUDIO:
Giving viewers a full hour of holiday entertainment, Logswurth organically launched on the Xbox YouTube channel - reaching players for the rest of the year.
Logswurth reached 328K+ players organically and was the most watched video on the Xbox channel in Q4.
Additionally, Logswurth was shared by fans on Xbox subreddits and made earned-media appearances as well.
Truly - a holiday surprise from Xbox.
