Xbox
The Cheeky Controller
TRUTH WELL TOLD
By putting Deadpool’s buttocks on a limited-edition controller, Xbox used humor to cut through pop culture and clutter. The campaign went viral, driving over 5 billion impressions and a 25% sales boost.
DESCRIPTION
The highly anticipated theatrical release of Marvel Studios’ “Deadpool & Wolverine” was an unmissable pop culture moment, and Xbox aimed to capture the attention of the movie’s fan base alongside other brands vying for consumer engagement.
By authentically blending Xbox’s technological edge with Deadpool’s irreverent humor, we created a culturally iconic retail promotion with a competition at its core. Rather than rely on predictable character assets, we launched The Cheeky Controller—a limited-edition collectible modeled after Deadpool’s most talked-about body part—as an exclusive prize in a global sweepstakes.
This unexpected twist on character merchandising not only ignited fan frenzy and drove massive earned media; it also deepened brand engagement and delivered a 25% sales uplift on the Microsoft Store, proving the power of bold retail ideas to cut through.
CLIENT
Microsoft
BRAND
Xbox
REGION
EU & UK
CATEGORY
Brand Experience & Activation
Social & Creator
Entertainment
Entertainment/Gaming
PR
INDUSTRY
Media/Entertainment
AGENCIES
McCann London