PC Game Pass gives players access to hundreds of great titles and allows players to play day one. While millions of Xbox console players were already enjoying this service, many PC gamers hadn't clued into this great offer.
Knowing that PC gaming is one of the largest and loudest online cultures, we saw an opportunity to harness gaming-community enthusiasm to get to the word out: Game Pass HAS PC Games. A lot of them.
To introduce players to the service, Microsoft was offering a promotion to new players: three months of Game Pass for $1.
Our objective was to let as many PC players as possible know that the games they wanted to play day one were available with a great deal - Three months of total access for just one dollar.
STRATEGY:
We're always looking for ways to cross into other online cultures to bring the Game Pass message to as many people as possible. While our audience isn't a fan of traditional ads, they are fans of KPOP. And with "three for one" sounding vaguely like the name of a pop super group, we knew what we had to do.
PRODUCTION:
Casting recognizable faces from the PC gaming community, we started with an over-the-top, behind-the-scenes mockumentary of the making of Three-4-One’s first music video. We launched it on Myth’s Twitter with amplification from iiTzTimmy and QTCinderella to unlock the full video by getting 5k likes. In a matter of hours, Three-4-One's debut music video premiered, featuring all three influencers singing and dancing through a PC Game Pass-inspired wonderland.
BEHIND THE SCENES:
Crossing over to TikTok, Xbox fans were treated to a behind-the-scenes goat-infused clip that was a top-performing piece of content as well.
Reaching more than 6.5m viewers across TikTok, Twitter, and YouTube - we got the word out for Game Pass' best deal of the year. Reaching fans in an unexpected way left a lasting impression, and continued conversation on our collaborator's channels.
