Xbox One X Enhanced games have more realistic graphics, higher resolution, and better frame rate. But instead of promoting Enhanced games using technical specs, we inspired the world to see games from a new perspective. Not as missions to be completed, but as destinations to be experienced. The integrated campaign launched with a tourist board-style commercial that highlighted breathtaking virtual destinations. Collaborating with specialised talent like in-game location scouts (yes, that is a thing) and in-game photographers (yes, that is also thing), we turned a gaming brand into a travel brand.
We used rich social formats to inspire people to explore these beautiful places, look at stunning vistas, and buy a trip there.
We created contextual banners on flight search engines. When people searched for destinations that were featured in Enhanced games, we encouraged them to visit the location on Xbox instead.
We created a bespoke site that reimagines how people find and buy games. Now, instead of looking for certain genres or titles, people can search for different types of locations, from vibrant cities to exotic wilderness. On the site, users can also create customised postcards from games and buy holiday-themed console bundles.
We worked with developer Playground Games to host a livestreamed guided tour of Forza Horizon 4. This tour took gamers to the most interesting locations in this virtual version of Great Britain. The guide shared interesting facts and answered questions from tourists in real time. Gamers could follow the tour in the game with a bespoke Visit Xbox car or watch it live on Mixer and on DOOH screens.
Gamers started behaving like tourists, sharing their best locations and photographs across social media.