Xbox wanted us to promote FIFA20. One of their biggest selling games of the year.
The only problem was, PlayStation had bought the rights in key markets and embargoed any mention of it.
So we turned to something PlayStation couldn’t buy.
The Xbox community.
Creating our own SMWX global branding, using it to deliver clever tactical messaging, swag giveaways, in-jokes, hidden easter eggs and celeb player content that dominated key FIFA beats throughout the year.
We out-marketed Playstation across EMEA without even mentioning ‘you know what’.