Reaching out to individuals means that Xbox acknowledges them as part of the greater gaming community, but it also provides an opportunity to support their other personal traits and interests. When a brand officially recognizes niche communities, it validates those communities’ sense of purpose. Building brand advocacy at scale requires that you reach out to and connect with these specialized groups.
When the platform is all about sharing the latest and greatest, one-to-one engagements have the potential to go viral as people join the conversation and share their delight with others. The joy that fans experience when they’re featured in Xbox microcontent cannot be measured in numbers. But we win with pure numbers, too.
On Christmas Day, an email circulated among the Yesler team with an ominous headline: “Post going viral.” Luke Wilson, the guitarist for the popular band Five Seconds of Summer, had tweeted about missing his Xbox while on tour, and the Yesler Social Content Studio created a graphic on Christmas Eve that referenced the band’s lyrics.
Fearful we had lit a PR fire that needed to be put out, the team got online to discover exactly the opposite: one of the graphics had already achieved 15,000 engagements and was gaining about 1,000 per hour. The post reached 66,000 favorites and 35,000 retweets within a few days. It has since been recognized as the #1 social engagement in Microsoft history, and it was featured on The Verge.