CLIENT
Microsoft
Craig McNary, Director, Brand and Integrated Marketing, Xbox
Josh Munsee, Senior Integrated Marketing Manager, Xbox
Cristina Carvalho, Integrated Marketing Manager, Xbox
Krissy Wendlandt, Marketing Manager, 3rd Party Games, Xbox
Graeme Boyd, Senior Social Marketing Manager
Josh Stein, Social Marketing Manager
AGENCY
Scott Duchon, Chief Creative Officer
Nichole Geddes, Creative Director
Shawn Raissi, Associate Creative Director
GabeSherman, Senior Copywriter
Mandi Holdorf, Director of Integrated Production
Neile Weeks, Senior Digital Producer
Devina Hardatt, Management Supervisor
Harold McKeon, Account Supervisor
Brian Wakabayashi, Group Strategy Director
Christian Stewart, Senior StrategistPeter Goldstein, Business Director
Ayzenberg Group
SUMMARY
To celebrate Cyberpunk 2077’s launch, Xbox created a custom-console inspired by the game’s theme. After three studio delays, we were tasked with selling a console for a game that wouldn’t be released for months. We created #BreakTheCode — unique online experiences that invited fans into the world of Cyberpunk and “hack” the console reveal video we hid behind cryptic puzzles and clues. While sheltering in place, thousands of gamers across the globe worked together to #BreakTheCode and resulted in 100% of stock sold in less than 6 hours.
