Xbox · UK · 2026Digital & Tech · Social
New Season Calling.
A Toni Kroos voice note gives friends a personal way to invite each other into EA SPORTS FC 26.
- Brand
- Xbox
- Agency
- Edelman
- Market
- UK
- Region
- Global
- Year
- 2026
Campaign images
The challenge
Xbox wanted lapsed and undecided players to try the newer game during its January Free Play Days.
The idea
A WhatsApp bot delivered a recorded message from Kroos that fans could share with friends still playing an older edition. The footballer's return as an in-game Icon connected the invitation to the product and gave the trial offer a social reason to spread.
Results
- Technology partner BotsCrew reports 15,000 unique conversations during the campaign.
Case study source: Gerety Awards 2026 Source ↗
Credits
- Client / Brand
- Microsoft · Xbox; EA SPORTS
- Production Company
- UNIT9
- Technology Partner
- BotsCrew
- Director
- Luke Brookner
- Global Chief Creative Officer
- Judy John
- Global Executive Creative Director
- Jamie George Cordwell
- Associate Creative Director
- Oscar Muller; Sabine Stromsky; Daniel Douglas
- Talent
- Toni Kroos
