Madwell’s Verizon Campaign Gives Non-Playable Characters the Spotlight to Cross-Promote Xbox and its Newest Offering, Xbox All Access

 

By thelaegotist / /

Madwell recently launched a multimedia marketing campaign starring Non-Playable Characters (NPCs) to promote Verizon’s role as the exclusive telco partner of Microsoft’s newest offering: Xbox All Access. It’s designed to create awareness of the next gen 5G gaming offer among gamers and existing customers, increase engagement, and drive traffic and sales at Verizon stores.

The campaign broke online July 28 and will run through August 24 on Roku OTT, Amazon OTT, YouTube Pre-Roll, Twitch, Twitter, Snapchat, Instagram, and Facebook. 

Non-Playable Characters (NPCs) are the backbone of most games. So, throughout the campaign, NPCs get their moment in the spotlight as they lead gamers and non-gamers alike on a quest through Verizon’s 30-second online hero video, Twitch livestream and retail activations as they guide gamers towards the ultimate goal: Xbox All Access at Verizon.

On Twitch, real NPCs took center stage in a one-of-a-kind, choose-your-own-adventure IRL game where Twitch Chat called the shots. A seemingly normal stream with famed Twitch Streamer AverageJonas of Team Liquid turned into a first-person playable character, where our hero must complete a series of challenges on real sets, interact with NPCs for help, find special prizes along the way, and unlock the main treasure at the end: Xbox All Access.

To make the Twitch Livestream come to life with Verizon and Xbox, Madwell and their subsidiary Sibling-agencies came together to create an event that had never been done before at this scale. From creating the interactive gameplay story, the broadcast graphics/UX, and the IRL world building – the agencies had to work together to ensure the livestream would come to life the best way possible. No stone was left unturned, every single detail in each area had to be discussed because this community would notice. There were over 38K Total Engagements during the 75 minute, including over 7,500 votes cast for the actions AverageJonas should take, and Total Viewership of over 626K. The livestream was #10 on Twitch globally, during the broadcast.

“It’s crucial to us that all of our work comes to life as authentically as possible—especially in gaming,” said Ryan Howard, creative director at Madwell. “We chose NPCs because they’re so culturally relevant and a little bit strange, and we felt they would communicate our message to gamers in an entertaining and innovative way. With the help of Verizon and Xbox, we created something really special for fans that includes all-new gamified experiences over the course of the campaign.”

With Xbox All Access, eligible Verizon customers have the option to purchase either an Xbox Series S or Series X with two years of Xbox Game Pass Ultimate included^, giving users access to a library of hundreds of high-quality games on their consoles, select Smart TVs, PCs, mobile devices or tablets. Xbox All Access pairs perfectly with Verizon’s ultra-fast and reliable 5G Ultra Wideband and Verizon Home Internet connections*, which provide the speed and low latency that gamers need.

^New or existing Verizon mobile plan or Verizon 5G Home, 5G Home Plus or LTE Home Internet service, with your bill in good standing, req’d.

*5G Ultra Wideband and Verizon Home Internet available in select areas

  • Creative Agency: Madwell
  • Creative
Chris Sojka, CCO and Co-founder
Ryan Howard, Creative Director
Mau Galvan, Creative Director
Alex Kaufman, ACD
CJ Thomas, ACD
Brooke Strozdas, Copywriter
  • Account
Gabriela Benitez, VP Client Services 
Nicole Daniel, Group Account Director 
Keisy Bisono, Account Director
Kristen Paterno, Account Supervisor
  • Production
Klodet Torosian, VP Production
Brigid McEntree, Group Production Director 
Jessi Dana, Executive Producer 
Kyle Burt, Senior Creative Producer
Matt Silverman, Creative Producer
  • Strategy
Taylor Chrien, Comms Director
Ben X Trinh, Strategy Director
Kenna Stout, Strategist
  • Client: Verizon 
Andrew McKechnie, SVP, Chief Creative Officer
Ricardo Aspiazu, Executive Director, Creative Marketing
James Hogan, Director, Creative Marketing
Bridget Mullen, Senior Manager, Creative Marketing
Gina Righini, Manager, Creative Marketing
Greg Sacharoff, Senior Manager, Creative Marketing
Carter Pearson, Senior Manager, Creative Marketing
Brendan O’Malley, Senior Manager, Broadcast Production 
Pam Piscatelli, Manager, Broadcast Production
  • Production Company: Furlined 
Ted Pauly, Director
Diane McArter, President 
David Thorne, Senior Executive Producer
Jay Wakefield, EP & Director of Production
Cindy Beckner, Producer 
Darren Lew, Director of Photography
Michael Broaddus , Production Designer 
  • Cut and Run Editorial  
Lucas Eskin, Editor
Megan Elledge/Ramon DeSouza, Assistant Editor 
Esther Gonzalez, Producer
Michelle Eskin, Managing Partner 
Amburr Farls, Executive Producer
Brady Fiero, Head of Production
  • Jogger
Andy Brown, Creative Director
Ethan Chang, Lead Flame
Greg Gilpatrick, Flame
Adolfo Martineli, Colorist 
Daniel Chang, Motion Graphics
Jorge Tanaka, Flame Assist
Diana Cheng, Head of Production 
Music & Audio Post: MAS – Music and Strategy
James Alvich, President
Joey Reyes, Executive Producer

 

NPC Twitch Livestream:
  • Creative Agency: Madwell
    • Creative
Chris Sojka, CCO and Co-founder
Mau Galvan, Creative Director
Ryan Howard, Creative Director
Devin Kharpertian, ACD
Katie Mullins, ACD
Matt Fry, ACD
Jake Wilhelmsen, Senior Copywriter
Brielle Munizzi, Senior Designer
Anna Lindell, Senior Designer
Emma Gaedje, Designer
Zenzi Sky Lark, Designer
    • Account
Gabriela Benitez, VP Client Services 
Keisy Bisono, Account Director
Juliana Braz, Account Director
Kristen Paterno, Account Supervisor
Dexter Offer, Account Supervisor
    • Production
Klodet Torosian, VP Production
Jess Abood, Senior Creative Producer
Kyle Burt, Senior Creative Producer
Matt Silverman, Creative Producer
    • Strategy
Taylor Chrien, Comms Director
Ronald Chavez, Comms Strategist 
Nadine Bian, Community Manager

 

  • Client: Verizon
Ricardo Aspiazu, Executive Director, Creative Marketing
Chris Paul, VP, Digital
James Hogan, Director, Creative Marketing
Stephanie Paige Miller, Director, Social Activation 
Gabriela Holdt, Manager, Sponsorships Social Media Lead
Gina Righini, Manager, Creative Marketing
Bridget Mullen, Senior Manager, Creative Marketing
Mark Chang, Director, Gaming & Esports Sponsorships
Jacqueline Brown, Sponsors & Partners
Mason Bates, Gaming & Esports
Pamela Piscatelli Manager, Broadcast Production

  • Production Vendors
    • Starfish
Jenita Spirtovic, Executive Producer
Portia Lundie, Producer
Michele De Maria, Line Producer
Nicole Press, AD 
Stacey Jo, Stage AD
Olga Turka, Wardrobe
Evelyn Ziropoulos, HMUA
    • Millwright
Bill Woods, Managing Director – Fabrication 
Ryan Griffin, Lead Creative Producer – Fabrication
Louis Mastrangelo, Head of Fabrication
Gabrielle Goldman, Project Manager – Fabrication
Brandon Woodruff, Lighting Designer

 

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