"How To Play"

Objectives

When it comes to the content gamers want on their social feeds, one thing is sure—it’s definitely not ads.

So, when we were tasked with promoting the one-month trial of Xbox Game Pass that comes on new Acer devices—to an audience that doesn’t like ads—we placed our message inside entertaining step-by-step videos that are trending on gaming TikTok.

Strategy and Execution

Part of making the greatest instructional videos possible hinged on the channel of choice, TikTok. Thanks to its blend of comedy, education, and audience reach, it was the best platform for a direct-response campaign promoting the Xbox Game Pass trial—all wrapped in an entertaining package that captivated our audience.

The TikTok gaming community is diverse, and that’s the beauty of it. So, we teamed up with a diverse group of TikTok influencers who love to game to create personalized step-by-step videos. But these weren’t your parents’ instructional videos. Not only did each video feature the cheeky humor and AI voices commonly found on TikTok, but each was specifically tailored to showcase the unique personalities of our influencers.

The way it worked was simple. Following the AI instructions, each influencer began by opening their new Acer device and showing how easy it is to sign up for Xbox Game Pass. Then came that special twist. We had each influencer get ready to play in their own unique way—anything from putting on headbands and gloves, to grabbing their favorite snacks, to donning full-on cosplay.

Results

With enticing, relatable content that surprised and informed, we exceeded our campaign goals. Not only did we succeed in reaching our target audience, boosting awareness, and driving trial sign-ups, but we also showed that high-performing content can have serious entertainment value.

In the end, we saw:

200% percent surge in audience engagement

23% increase in Xbox Game Pass trial sign-ups

3X the average click-through rate for ads on TikTok