Xbox One X

Twitter Mood Engine



To launch the Xbox One X, we created a Twitter reply engine fueled by emojis. Driven by our campaign tagline, “Feel True Power,” our creative strategy was to tap into gamers’ emotions at every turn.

Knowing fans would flock to Twitter to share their feelings on the new console, we created over 1500 animated gifs, images and videos uniquely aligned to their emojis. Any tweet containing our hashtag #feeltrueemojipower and an emoji, received an immediate animated reply from @Xbox. Tweet a dumbbell and a bodybuilder curls powerful Xboxes. A bowl of rice emoji cuts to three jittery kernels holding controllers. Powerful stuff.

In all, the surprise that came with each emoji inspired thousands of repeat tweeters. Gamers and new followers alike mined our collection of responses and shared favorites with friends. With a wide-ranging breadth of artful, innovative, personalized content, the World’s Most Powerful Console met the hype across all major channels.