Crowning a Chief Xbox OfficerDesigning an unforgettable Xbox sweepstakes for our biggest fans.


Since its inception, Drumroll has led Microsoft’s consumer loyalty strategy and relationship marketing with a singular goal of rewarding Microsoft fans of all kinds. To celebrate Xbox fans, Microsoft set out to create a truly immersive sweepstakes worthy of the most dedicated enthusiasts.

Core Capabilities

  • Concept development, including experience naming and branding
  • Strategy and planning
  • Branded content creation, including a custom Xbox console
  • 3D rendering

How it started:

Microsoft provided a list of amazing sweepstakes prizes, including a once-in-a-lifetime trip to the Redmond campus to meet with Xbox royalty, gaming studio tours, free Xbox Game Pass for life, and more. They then tasked Drumroll to transform this list into an unforgettable experience – one that would entice members worldwide, result in unprecedented sweepstakes entries and create anticipation for years to come.

What we did:

Drumroll was responsible for the name, the mark, the entire look-and-feel of the sweepstakes and its corresponding promotional campaign. Along with the concept creation, we collaborated with the Microsoft team to strengthen the experience by adding custom swag to the prize list, including a one-of-a-kind Xbox console with matching controllers, designed by Drumroll. We also developed the promotional strategy – from pre-sweepstakes awareness, to communication with winners upon selection and post-sweepstakes content sharing – resulting in a fully branded end-to-end campaign.

Behind the scenes

The work we all see in the end is but a glimpse of the full story. Having fun, pushing the limits and being exceptionally nimble to adapt to the realities of our clients’ business are always part of the journey. Here are a few behind-the-scenes moments from this project’s journey.


After months of promoting in the United States, Canada, France, Germany and the UK, the Chief Xbox Officer Sweepstakes received 1.9 million entries from Microsoft Rewards members around the globe.

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