Microsoft Xbox Taps Midnight Oil for ‘Gears of War 4’ Launch
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Microsoft Xbox Taps Midnight Oil for ‘Gears of War 4’ Launch

Creative Agency Leveraged Live Streaming Technology for Massive Promotional Event

BURBANK, Calif. — (BUSINESS WIRE) — October 17, 2016Midnight Oil agency has announced the details of a recent marketing initiative for Microsoft Xbox, and the release of Gears of War 4, the fourth installment of one of the most acclaimed video game franchises in history. Culminating in connecting millions of fans in a live streaming event, Midnight Oil produced a series of promotional content designed to increase consumer anticipation for the game’s Oct. 11th release.

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Behind the Scenes (Photo: Business Wire)

Behind the Scenes (Photo: Business Wire)

The payoff to Midnight Oil’s program was the production of ‘Gears of War 4: LIVE’, a live-streamed event that was held on Oct. 5th. Hosted by Paul Scheer (The League, Children’s Hospital), Jessica Chobot (Nerdist News), Larry Hryb (Xbox Live’s Major Nelson), Scott Robison (Mr. Sark), and Justine Ezarik (iJustine), the broadcast featured interviews with the game’s creators, including The Coalition Studio Head Rod Fergusson, as well as behind-the-scenes featurettes, exclusive gameplay, and the reveal of hip-hop phenoms Run the Jewels’ in-game multiplayer characters.

Approximately 1.8 million combined fans tuned in to the broadcast via real-time streaming on Xbox Live, Facebook Live, Twitch, YouTube and Beam. Going further, additional life has been given to the broadcast with replays on the same platforms. The YouTube replay of the full-length 90-minute event, for example, has received over 125,000 views, while the YouTube 90-second “Live Highlight” video is approaching 1.5 million views. In total, the show generated 18.2 million social media mentions, and in the week following the live stream, the full show and 10 key segments have been viewed 3.9 million times.

In their efforts leading up to the event, Midnight Oil began by producing an announcement video for Xbox’s YouTube channel. The high-energy, 50-second spot features a sneak peek of Gears of War 4 gameplay footage, droves of enthusiastic Gears fans from recent gaming events, and a banging new track from Run the Jewels.

Building on the momentum sparked by the announcement video, Midnight Oil went a step further by producing a second piece of content starring players from the LA Galaxy and Seattle Sounders soccer teams. In addition to being featured in tweets from the Galaxy and Sounders accounts, this video was played on the massive LED scoreboard at StubHub Center in Los Angeles during their Sep. 25th game. Illustrating the importance of teamwork needed for successful Gears 4 gameplay, this video gave a glimpse of LA & Seattle soccer stars taking on the game’s all-new Horde Mode 3.0.

View the full replay of Gears of War 4: LIVE here:

View the Gears of War 4: LIVE Highlight here:

For more info on the Gears of War 4 game, visit:

View the Gears of War 4: LIVE Announcement Video produced by Midnight Oil, here:

View the Seattle Sounders vs. LA Galaxy Video produced by Midnight Oil, here:

For more information on Midnight Oil, visit:

Gears of War 4 is available EXCLUSIVELY on Xbox One and Windows 10 PC on Oct. 11th, 2016.

For more info, including behind-the-scenes production photos, and agency interviews/quotes, contact:
Jon Moore

About Midnight Oil:

Midnight Oil is a dynamic marketing agency dedicated to creating meaningful connections through experiences that inspire. A team of strategic thinkers, creative artists and expert craftsmen, Midnight Oil takes seriously its role as brand caretakers and culture-makers.

Leveraging its nearly 40-year history with a diverse team of premium talent and state-of-the-art workshop, Midnight Oil has earned a reputation as premier thought partners their clients can trust. Headquartered in Burbank, CA, the Midnight Oil team consists of over 250 agency professionals and partners with clients such as Disney, Netflix, Sony Pictures Television, Microsoft, Warner Bros., Activision, EA, and Universal Pictures, among others.

Midnight Oil has received numerous accolades from the CLIO Key Art Awards, Game Marketing Awards, OMA Awards, Effie Awards, the Golden Trailer Awards, and more.


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