Collaborations go beyond being an Instagram Feature

Hello, Creative Souls!

Today, we’re taking a trip through the virtual world—quite literally. We’re diving into a campaign that combined the immersive experiences of gaming with the wanderlust of travel, turning video game landscapes into must-see tourist destinations.

Launching a complementary product can be a game-changer for your brand. Take Nike’s Fuel Band, for example—a smart device that tracked activity and connected users to a fitness community, reinforcing the brand and creating new customer engagement. All fitting inside the nike ecosystem and brand promise. Introducing a product like this makes your brand newsworthy, promotes both the product and the brand, and builds credibility.

XBOX tried something like this - a merging of two worlds, so to speak.

And oh, this approach didn’t just wow gamers; it bridged gaming and real-world tourism like never before.

Campaign: Visit Xbox Agency: McCann London Client: Xbox

The gist:

McCann and Xbox took a groundbreaking approach, transforming iconic in-game landscapes into legitimate tourist destinations. Partnering with real-world travel experts, they developed travel guides featuring must-see spots, currency tips, and accommodation suggestions—all within the digital realms of Xbox games. From the lush green fields of Forza Horizon 4 to the apocalyptic wastelands of Fallout, gamers were invited to explore these worlds as tourists.

But this campaign wasn’t just about marketing games—it was about accessibility. By promoting virtual travel, Xbox provided people with disabilities the opportunity to experience faraway lands they might never visit in real life. It also created new forms of social connection, enabling friends to go on virtual tours or even date within these game worlds. The campaign ignited imaginations, offering a fresh perspective on both gaming and travel.

Why this works:

Innovation Meets Immersion: The concept of blending real-world tourism with gaming is a fresh, innovative approach that captivates two distinct audiences—gamers and travel enthusiasts.

Emotional Connection: By turning familiar gaming environments into destinations, the campaign fostered a sense of wonder and exploration, making the experience feel personal and memorable.

Inclusivity: The campaign opened new doors for people with disabilities, highlighting how virtual worlds can provide access to places that may be out of reach in the physical world.

Viral Appeal: The unique combination of gaming and travel created buzz-worthy content that naturally spread across both gaming communities and tourism platforms, amplifying the campaign’s reach.

Ideas Corner:

Brands can draw inspiration from the Xbox campaign to create their own immersive, cross-industry experiences:

Fashion Brands: Create virtual fashion shows in video game worlds, allowing users to “shop” for in-game outfits that are available in real life.

Education: Partner with gaming platforms to offer virtual field trips to historical landmarks or natural wonders, making education interactive and engaging.

Automotive: Develop virtual test drives in realistic game environments, allowing potential buyers to explore a vehicle’s features while navigating famous scenic routes.

Conclusion:

To maximize the impact of such initiatives, brands should:

• Identify key partnerships that can bridge two industries or audiences, expanding reach and relevance.

• Incorporate storytelling that aligns with both the brand’s values and the interests of the target audience.

• Utilize social media and influencer marketing to naturally extend the campaign’s reach and virality.

• Leverage technology to enhance the user experience, making it feel real, engaging, and memorable (in this case).

• If a full-scale launch is too risky, start with limited quantities in a small test market.

Figment is written by Abbhinav Kastura, a writer/producer who has spent a decade making impactful internet videos and Guru Nicketan, an advertising nerd, B2B Marketer, stand-up comedian, and a film buff.