Microsoft reveals new "This is an Xbox" marketing campaign

by Danny Craig  · 
Microsoft reveals new "This is an Xbox" marketing campaign
Microsoft

Microsoft has unveiled its latest Xbox marketing campaign, dubbed "This is an Xbox," which promotes both Xbox devices and those compatible with its Game Pass service.

The details:

  • The marketing campaign includes a number of objects capable of playing Xbox titles natively or via Game Pass, referring to them as an Xbox. This includes not only actual Series X/S consoles but also a laptop referred to as an "Xbox for your lap," a mobile phone described as an "Xbox that makes calls," and a smart TV dubbed an "Xbox for your wall."

  • The campaign also humorously mentions a number of other boxes that aren't compatible with Xbox games, including a cat litter box and a bento box. Others will appear in promotions around the world, including one from The Happy Egg Co in the UK, featuring the slogan: "This is an eggs box, this is an Xbox." The campaign's partners also include Porsche, Samsung, and Crocs.

  • According to Xbox Marketing senior director Craig McNary, This is an Xbox "invites people to play with Xbox across multiple devices and screens." “It showcases the evolution of Xbox as a platform that extends across devices, with bold, iconic, fun visuals and a light-hearted tone,” he explained. “Launching today, the campaign will come to life in a variety of ways.”

  • The announcement also states that the "immersive takeover" is taking place in major cities around the world, including San Francisco, Atlanta, Chicago, Sydney, Melbourne, Brisbane, London, New York, and Berlin, with the phrase "This is Not an Xbox" appearing on objects in "unexpected places."

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