Launching Xbox One X|S
+ Exclusive Title games

Background

The campaign grew out of Carat U.S.’s long-standing management of the global Xbox account, which is headed in Los Angeles, California, and the launch of Xbox’s new console and exclusive titles to maintain its standing as a leader in the gaming industry.

The new Xbox One X console launched with the largest game lineup in Xbox history, with more than 70 Xbox One X Enhanced titles coming in the first week and more than 50 available on launch day. My team specifically launched “Forza Motorsport 7,” “Assassin’s Creed Origins,” “Crackdown,” and “Sea of Theaves.”

“We built Xbox One X to give game creators the most powerful platform to bring their visions to life and to give gamers the best console to play the past, present, and future games,” said Phil Spencer, Head of Gaming at Microsoft. “We’re excited to offer gamers the world’s most powerful console with access to the largest games lineup in Xbox history — more than 1,300 titles and more than 220 exclusives.”

Execution

The campaign allowed people to access the most powerful gaming console and play exclusive titles in 4K. In addition, the brand and agency partnered with long-standing vendors to launch the global campaign on industry-leading websites such as YouTube, Amazon, Twitch, and Google, with homepage takeovers on launch day, driving excitement and sales.

Across the world, fans flocked to special Xbox events to celebrate the highly anticipated launch of Xbox One X. Launch festivities were captured in a live broadcast from the Mixer NYC Studio on Mixer, Xbox.com, Twitch, and Facebook Live.

Results

The biggest global launch in Xbox history: in 35 markets

Xbox Series X|S Total Sales: 27,228,480

Xbox One Total Sales: 29,422,227

The Xbox One crossed 30 million in month 46, 40 million in month 61, and 50 million in month 81. The Xbox One has sold 57.96 million units lifetime. The Xbox Series X|S is 30.73 million units behind lifetime Xbox One sales.