The backdated post also directed people back to the Instagram grid for the final piece of the hunt: instructions to enter a sweepstakes for a chance to win a shiny new Xbox One X. There, they were presented with a riddle that teased the identities of two forthcoming Xbox Game Pass additions to be announced at gamescom in Cologne, Germany. Coming soon to Game Pass Save the date - these titles are all coming day one. (We also hid codes to free Game Pass memberships, so we're sure that helped.)Įventually, the Instagram grid directed people to check out a backdated Facebook post. And from there, people would be directed to additional images within the grid to examine. Text in the Instagram bio directed people to examine one of the images within the grid a little more closely. Our campaign had two main components: an anthem video and an intricate giveaway on Instagram. Given that our target audience would likely already have or, at the very least, be aware of Xbox Game Pass, we wanted the social channels to be a way to celebrate Xbox, its fans, and our love for gaming and pop culture. The mission: launch the social media accounts for the "Netflix of video games" and make them stand apart from its more traditional father, Xbox.
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