To launch the Xbox One X, Xbox wanted to create an experience where fans could share their excitement about the release of the new console. So we decided to have a global launch party on social media. Driven by our campaign tagline, “Feel True Power,” we taped into the passion of gamers everywhere to create a Twitter reply engine, fueled by emojis.

Knowing fans would flock to social media to share their feelings on the new console, we created over 1500 unique gifs, images and videos using the universal language of emojis. We also created a short instructional video as a kick-off point for the activation.

Tweets containing our #feeltrueemojipower received an immediate, animated reply from @Xbox.

The unique reply that came with each tweet inspired thousands of repeat tweeters. Fans mined our collection of responses with each new tweet and shared favorites with friends.

Xbox received over 23,000 emoji tweets within the first week. The program earned 60+ million impressions worldwide. In the North America and the UK, the Xbox One X sold as many consoles in the first day as the PlayStation 4 Pro sold in its first six months.