LISA HANLEY
Creative Director
Gamers don’t like ads! Shocking, I know.
So, when Acer and Microsoft wanted to promote a one-month trial of Xbox Game Pass on new Acer laptops, what did we do?
We made ads! =)
But we disguised them as TikTok content with step-by-step tutorials, a diverse group of influencers, AI voices, text overlays, and most importantly, humor—creating what gamers DO want to see—entertaining content!
It turns out, gamers do like ads
We saw a surge of 200% in audience interaction, 3X the average click-thru rate, and a 23% uptick in program signups for the one-month trial.
Director’s cut
The “gamer” audience included people hardcore gamers, kind-of gamers, and potential gamers. We strategically chose a diverse team of TikTok influencers who reflect that wide range of individuals. People who game, but identify with more than gaming: sports, cosplay, lifestyle, and LGBTQIA+.
Humor has to be strategic. This campaign captured the irreverent audience by leaning into the tone of voice of trending TikToks. It was a delicate balance weighing the absurdity of the step-by-step copy with the brand messaging, but the risk paid off.
Credits
Designit — Zack Holliday, Kevin Zwier, Nick LaManna, Christine Daughtry, Becca Rice, Logan Barnes