Score More With Xbox 25 Launch Kit
To coincide with the release of EA Sports FC 25, Xbox once again turned to Fluid to create an exclusive, premium influencer kit - celebrating the kickoff for the 6th season of Score More With Xbox; an evergreen campaign spotlighting Xbox as the most rewarding destination for gaming fans around the globe.
As our 12th kit for the campaign, we utilised our knowledge to build on the strength of the existing Score More With Xbox brand and Chrome Topo graphic. Working to a tight timeframe, our solution comprised an ultra covetable acrylic case to drive hype - creating an engaging interactive unboxing experience, delivery mechanism for exclusive merchandise/messaging and a stunning display case keepsake for recipients’ artefacts.
Each of the 135 kits included a Fresh Ego FC football shirt - 30 of which were personalised to ramp up the buzz on recipients’ channels. This was furthered with EA Sports FC 25 Ultimate Edition, FC points and Xbox Game Pass codes - for both the recipient and community gifting. Individual editioning furthered the kit exclusivity, with localisation to 10 languages for distribution to 21 global territories - with Fluid also overseeing fulfilment and delivery.
To ensure the acrylic case arrived in pristine condition, our kits were dispatched within two-piece mailer boxes, with iridescent address labels referencing the iridescent badge of the Fresh Ego FC football shirts within. The outer mailer box, in double walled brown corrugated, was sealed with cut-mark annotated parcel tape prompting it to open like a maltese cross - revealing a contrasting white inner mailer box held within protective white polystyrene corners. The inner box featured EA Sport FC’s triangle pattern, with the Xbox Nexus and Limited Edition wording ramping up the adrenaline and intrigue.
A pull tear strip enhanced the kit’s interactivity, with the initial “This Is the World’s Game” messaging removed to reveal “Welcome to the Club” below, and allowing the inner box to be opened, revealing introductory copy and the kit itself - within further protective black rubber corners. The initial view of the acrylic case was within a card belly band - featuring the Chrome Topo and EA Sports FC 25 keyart with Real Madrid’s Jude Bellingham. The bellyband outer printed on mirrored holographic card - causing the areas of Chrome Topo to shimmer as they catch the light, akin to chrome and the football kit badge.
Removed from the mailer box, the open sides of the bellyband revealed details of the acrylic case’s matt black finish - contrasting to stylised depictions of the Chrome Topo graphic and 3D acrylic letters in a bold Pantone 802 neon green. The bellyband was sealed with a perforated individually numbered sticker, utilising the same iridescent finish as the address labels. Once the perforation was torn, the bellyband opened to reveal it’s striking neon green inner as well as the top face of the acrylic case, adorned with iridescent Nexus badge - as per the Fresh Ego FC football kit - sitting centrally amidst acrylic panels inserted into the case.
With the bellyband removed, the acrylic case was fully revealed - the exterior produced in 5mm matt black, which contrasted with a striking iridescent acrylic lid. The unique properties of the material allowed details of the inner content to be seen below and it’s colour to change with the light and case orientation, to stunning effect.
The lid featured a lasercut finger pull to aid opening, alongside laser etched Xbox Nexus and EA Sports FC logos and numbered editioning to the outer. Dependant on the viewing angle, the stylised Chrome Topo pattern could also be seen on the reverse. The lid slid out of the case’s integrated side channels to reveal an underlying acrylic fitment with magnetic lid panel in fluorescent acid green acrylic - it’s cut edges and reverse white print detail appearing to glow as it caught the light. The matt black underside of the fitment was styled to reflect the inner mailer box, with inverted EA Sports FC triangle pattern and Xbox logo.
Within the fitment sat 6 acrylic code shields: 3 x green for the recipient and 3 x matt black for their community, with further depictions of the brand pattern and campaign logos on the fronts. The reverse of each shield featuring an applied iridescent sticker with opposing green or black colourway and unique printed code. With the shields fitment removed, the next reveal was the Fresh Ego FC football kit inside a custom ziplock bag - set within the green acrylic walled inner of the case. The bag’s semi-transparent, frosted material allowed hints of the inner content to be seen. Comprising football shirt, shorts and socks - the kit’s design, colours and iridescent badge detail linked into the aesthetic throughout the rest of the influencer kit - and was produced by streetwear brand, Fresh Ego Kid.
Beneath the kit sat the localised marketing panel - with bold typography printed on iridescent acrylic, as per the lid. This again allowed hints of further kit content to be revealed below: a fluorescent acid green acrylic display stand panel, with campaign graphics. Both of these panels slid out of a lower slot in the end of the acrylic case - revealing a clear acrylic fitment in the base of the box - lasercut with apertures to hold 2 heat bent acrylic shelves in fluorescent acid green.
The base fitment also featured an applied 2 part removable vinyl, with instructions - detailing how recipients could utilise the display stand panel and shelves to create their own display case - with an array of usage/presentation options available to display their chosen artefacts such as the code shields, Xbox controllers or football boots and trainers.
With its premium aesthetic and attention to detail manufacturing, it’s no surprise this stunningly on-brand kit was met with unanimous praise and utilisation of the display case functionality from its global recipients - including darts sensation and Xbox aficionado Luke Littler - resulting in a wave of hype and community engagement to promote playing EA Sports FC 25 on Xbox. The 135 kits were seeded to influencers across 21 countries, with a massive combined estimated reach of 23 million.
Feedback comments included: “Clients, EA and creators absolutely buzzing with the kit - unbelievable work”,”Huge thank you XboxUK for the insane package”, “Such a dope package… by far the coolest package I’ve ever been sent”, “Insanely cool launch package” and “Presentation is just incredible”.
