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Xbox Hacks Instagram's Shopping Bubble to Reach Would-Be Gamers

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215McCann targets sneaker heads and fashion fanatics with digital execution

Xbox Hacks Instagram's Shopping Bubble to Reach Would-Be Gamers

As part of Xbox’s recently-launched 'Jump in' campaign, 215McCann developed social shopping carousels to mimic shopping ads. These 'ads' contain a series of sneakers, fashion and consumer electronics but are actually fictional in-game items for some of this year’s most popular games available on Xbox. For example, a collection of shoes targeted to 'sneaker heads' will include the Tomb Raiding boots from Lara Croft, T-51B Power Armor boots from Fallout 76, and WW2 Paratrooper boots from Battlefield V. Aimed at the new generation of gamers, the sponsored Instagram shopping carousels look and feel like a familiar shopping ad unit with a series of sneakers, fashion, and consumer electronics on display, inviting would-be gamers to explore details pulled straight from the games. Those who engage with the unit will have the opportunity to learn more about the fictional products, the games from which they are inspired, and are served a non-fictional Xbox console and game bundle offer.

A series of three shopping carousels and immersive canvas units launched the week of Cyber Monday. The execution runs during the holiday sales period, where to-be gamers are in the market for a new console (or putting it on their holiday wish list). The social campaign will run globally across Facebook and Instagram with shopping carousels and immersive canvas units.

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Client

Advertiser: Microsoft Xbox

Integrated Marketing Director: Craig McNary

Marketing Manager: Michael Rivera-Dirks

Production Company

Production Company: Hook

Digital Producer: Kathryn Newman, Paige Ramirez

Head of Content: Nick Watts

Technical Manager: Brad Nawrocki

Motion: Brad Nawrocki

Engineering: Norm McGarry, Steve Hamilton

Creative Agency

Creative Agency: 215 McCann

Chief Creative Officer: Scott Duchon

Creative Director: Brad Meyers

Art Director: Alper Kologlu

Strategist: Christian Stewart

Director of Integrated Production: Mandi Holdorf

Executive Digital Producer: Eryn Lovich

Director of Business Affairs: MaryBeth Barney

Business Director: Peter Goldstein

Account Supervisor: Devina Hardatt

Account Executive: Armando Melendez

Assistant Account Executive: Paige Kane

Director of Strategy: Brian Wakabayashi

Strategy Director: Cassidy Wilber

Categories: Gaming, Sports and Leisure

McCann North America, Wed, 05 Dec 2018 10:58:53 GMT