For Marvel’s 2024 film, Deadpool & Wolverine, Xbox collaborated with Marvel Studios to create two unique controllers with derrieres resembling the butts of the stars of the film. The Deadpool controller was part of a limited edition giveaway and could not be purchased in store. In order to drive awareness for the controller, Xbox needed an innovative way to introduce the controllers to fans. We set out to highlight Xbox’s controller collaboration with Marvel by connecting gaming with pop-culture and engaging the community on TikTok.
The Deadpool character is known for his sarcasm and wit, so in order to maximize the success of our content, we knew we needed to bring Deadpool’s playful attitude into the asset. With the knowledge that TikTok is full of comedians, superfans, and normal people looking to crack a joke, we decided to let the internet celebrate the creation of the controller with us — by asking the TikTok community to name the “booty” controller.
By creating a video that prompted fan interaction through comments, we encouraged humor, creativity and fun - all of which generated buzz for the controller giveaway and the film. The video format was simple, drawing on well-known TikTok native features like text-to-speech and the eyes filter. This allowed the focus to remain on the “booty” controller and the prompt asking the community to “Name It.”
The "Name It" video became Xbox’s most shared TikTok video ever and drove the most new followers for a single asset, in addition to generating over thirty thousand comments. This collaboration successfully united gaming and film fans, creating a buzz around both the controllers and the movie.
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