Xbox · UK · 2026Digital & Tech · Social · PR Stunts
Expected Jinx.
Xbox turns football fans' superstitions into a playful, shareable statistic.
- Brand
- Xbox
- Agency
- Edelman
- Market
- UK
- Region
- Global
- Year
- 2026
Campaign images
The challenge
Xbox needed to strengthen its connection with football fans and EA SPORTS FC players in a crowded sponsorship market.
The idea
Working with Opta, the campaign compared match data with fans' viewing histories to generate an Expected Jinx score. Creators shared their results, while prizes encouraged supposedly unlucky fans to play on Xbox instead of watching their teams.
Results
- Edelman reports more than 9,000 calculator completions and 8.5 million content views.
Case study source: Gerety Awards 2026 Source ↗
Credits
- Client / Brand
- Microsoft · Xbox
- Production Company
- COPA90
- Data Partner
- Opta
- Global Chief Creative Officer
- Judy John
- Global Creative Partner
- Anthony Chelvanathan
- International Chief Creative Officer
- Kate Stanners
- Global Executive Creative Director
- Jamie George Cordwell
- Associate Creative Director
- Daniel Douglas; Albert Botelho
