Traditionally, the whole "delivering-custom-holiday-gifts-to-millions-all-over-the-world-in-one-night" thing has been strictly Santa Claus. Until Xbox asked us to slip down a bazillion chimneys to deliver a special holiday gift to every Xbox gamer on Earth.
So we decided to celebrate Xbox gamers with an immersive, data-driven experience showcasing their individual year in gaming—all wrapped up for the holidays in a custom-made snow globe.
As the Creative Lead, my task was to develop a social campaign that would resonate with Xbox’s diverse fanbase by creating personalized content that encouraged player engagement and sharing. The campaign needed to highlight player achievements in a fun, visually engaging, and shareable format, while ensuring that the campaign reflected Xbox’s core value of celebrating the gamer community.
We transformed every gamer into a brand ambassador, driving organic social media engagement.
I led a cross-functional creative team to develop the Xbox Year-in-Review, a fully personalized, data-driven campaign that gave players a comprehensive look at their gaming year. By collaborating with Microsoft data scientists, we created a 360-degree experience where each gamer received a custom 3D snapshot of their gaming stats and achievements. This fan-driven content allowed players to feel celebrated and acknowledged for their dedication to Xbox, while also providing a social-sharing feature that let fans proudly showcase their achievements across platforms like Twitter, Instagram, and email.
By delivering customized gaming recaps, the campaign created a personal and meaningful connection between Xbox and its fans.
The campaign was a massive success, generating over 149 million impressions and fostering deep fan engagement across social media. The personalized nature of the campaign not only prompted widespread sharing, but it also earned four Gold Addy awards, solidifying its impact in the creative industry. More importantly, it positioned Xbox as a brand that listens to and celebrates its fans, creating a strong sense of community and connection within its fanbase.