To celebrate the localised launch of its action-filled game Sea of Thieves in Japan, @Xbox_JP brought the adventure to Twitter -- creating a new experience for fans that aligned gaming with traditional Japanese culture. @Xbox_JP chose Twitter’s extensive and engaged gaming audience to amplify awareness and interaction with a creative campaign that put fans at the heart of the action.
Capitalising on the popularity of fan art and the powerful potential for gamified experiences to make an impact among gaming audiences, @Xbox_JP created a sweet spot with its Sea of Thieves campaign.
Tapping into Japan’s rich art culture @Xbox_JP commissioned four prominent Japanese illustrators to reimagine creatures from the game in their own unique style. Twitter’s gaming fans were challenged to set sail and find each creature in a personalised adventure game.
Spurred on by Tweet Scenario Threads and the promise of free fan merchandise, fans were delving deeper into the realm of Sea of Thieves ahead of the launch.