Xbox Enlists Real Madrid Stars For New Campaign From McCann London

Xbox Enlists Real Madrid Stars For New Campaign From McCann London
B&T Magazine
By B&T Magazine



For the launch of the world’s most popular football game, Xbox needed to cement their position as the best console for football. So McCann London created a pioneering campaign that reinvents an increasingly popular gaming phenomenon: the game tutorial.

Typically, game tutorials feature virtual versions of players. Rather than using game footage, McCann London worked with Real Madrid stars Ramos, Modrič, Isco, Vazquez, and Ceballos – who not only showed off their amazing skills, but crucially showed how to re-create those moves on Xbox, by displaying the button combinations that would have to be pressed on an Xbox controller. This is the first gaming ad that actually makes you better at the game.

The ad, directed by Omri Cohen through Somesuch, is released on November 15 and kicks off a real-time social campaign that will translate the moves by the Real Madrid team from actual Real Madrid matches played throughout the season, into the corresponding Xbox controller button combinations.

So, while a gamer is watching ‘los Blancos’ play football, Xbox’s Twitter feed will teach them how to replicate their moves. As a result, Xbox’s marketing has positioned itself as not merely another ad campaign – instead, it’s a genuinely useful utility that helps gamers learn from the greatest club on earth. At a highly competitive time, this partnership forms a unique link between the real world and the virtual one. In this way, Xbox cleverly manages to further establish themselves as the best console for football.

Michael Flatt, Global Integrated Marketing Manager for Xbox said: “We are pinching ourselves that we have been able to unite two much loved global brands, and in doing so, hope to delight football fans around the world by celebrating some true football skill.”  

Laurence Thomson, CCO and co-president of McCann London, said: “It’s been amazing to work with some of the world’s best players to create a campaign that will both entertain fans – and make them better at the game.” 

 




Please login with linkedin to comment

McCann Real Madrid

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]