Making an Xbox onesie go viral

The Challenge

Drive sales of the new Xbox One S console and create a positive association between the Xbox brand and broader entertainment platforms outside of gaming (Netflix, Stan, Foxtel and sports).

The Insight

Many Xbox owners spend more time using their consoles for watching films, TV series and sporting events than they do gaming (often spending 3+ hours a night watching entertainment), and the new console has more features to enhance the viewing experience than ever before (4K and HDR streaming).

The Strategy 

Working with some of Australia’s biggest film, TV and sports fans, we created The Xbox Onesie – a custom-made, personalized loungewear garment for entertainment fanatics down under. With custom features including enlarged pockets to fit controllers, forearm grips for those edge of your seat moments and an XL hood to accommodate headsets, the Xbox Onesie comes with everything an entertainment enthusiast could need when streaming a favourite TV show or film, watching sports or embarking on the ultimate gaming session.

The Result

Over 350 pieces of coverage across top tier global news, lifestyle, entertainment and gaming media – including TIME Magazine,,, Mashable, BuzzFeed and IGN. A selection of Onesies were seeded to local influencers and made available to fans via competitions on social. Through these channels combined

The launch of the Xbox Onesies also coincided with above-average sales of the Xbox One S console and increased positive sentiment around the Xbox brand.