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Xbox Finland wanted to develop a fresh, continuous way to tell their young audience about new game releases and their features.

We created a new “Dad wants to play the box” -concept, where a Youtuber/gamer Lakko invites Jaska Saariluoma – a more traditional TV entertainer – to his place to play the newest Xbox games. Each video had its own theme according to the game, and the audience was directed to the game retailer Gigantti’s website. The social media channels of Lakko, Jaska and Xbox Finland were all used to drive audience to the YouTube videos throughout the campaign.

The content received over two million views in three months. The audience spent over 10 million minutes with the content, and they received over 10,000 comments. Over 35,000 viewers clicked through to Gigantti’s website. The Instagram account of Xbox Finland grew by 10,000 followers during the campaign.

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