The challenge

It wasn’t long until the launch of the brand new Xbox Series X, so GAME and Xbox wanted to create buzz around the product and celebrate the launch in a completely unique way. Naturally, they chose Rise at Seven to help them achieve this.

The challenge? Stock was already low, and everyone wanted the latest console. GAME needed a positive story to break through then noise.

The idea

To both drive awareness of the product launch, and give back to those who have supported GAME and Xbox in the past, we decided to create a competition to find the best new Gaming Influencer. The winner would receive a three-month paid opportunity to live the life of an influencer, and create amazing gaming content for GAME and Microsoft. Our in-house creative team produced a hero video and graphics, along with cuts perfect for social media. We also built a bespoke landing page on Dexerto - one of the world’s biggest gaming influencer sites. This began our quest to drive as many keen gamers as possible to the competition page.

To enter, you had to send a video showing you gaming, explaining why you should win and what you could bring to the gaming community. The winner would receive a brand new Xbox as well as a three month paid job as a gaming influencer, creating new content for both the brands. The competition resulted in a grand final, streamed live on Dexerto’s Twitch channel. This was their most viewed ever life stream, as the world of gaming all tuned in to see who’d win the prize they all wanted.

The results

Our digital PR efforts picked up 30 pieces of coverage from highly authoritative, highly relevant sites. The campaign drew 15,346 page views, with 34% of the traffic from brand new users, and generated £75,345 in revenue from assisted sales. By being talked about in headlines, creating a bespoke hub for the competition on Dexerto.com, and earning a total of 1.4M impressions on this, the Xbox console got its buzz, and the competition found its winner: Tazziii.

There were 160,000 views of our livestream, breaking Twitch records and earning hundreds of new followers for the Belong account. Our hero video achieved over 100,000 views across social media, while the video on the Dexerto landing page hit 247,000 views and 502,000 impressions. This all added up to 1.4 million social impressions, leading to us winning Video Campaign of the Year at the UK Content Awards.