Cake enlisted for Xbox One student activity

Microsoft has hired experiential agency Cake to create a brand ambassador campaign aimed at UK university students.

Team Xbox, a student-led campaign from Microsoft
Team Xbox, a student-led campaign from Microsoft

The year-long Team Xbox initiative, which has already launched, will see Cake recruit university students to represent the brand amongst their student bodies. Applications to take part were accepted until last Friday (26 September).

Each ambassador will help bring to life the Xbox One console and games on campus through Xbox-funded events and enable trial among their student peers. Ambassadors will also launch Xbox One games, as well as receiving the console and games to test out for themselves and receiving training from Microsoft at Xbox’s headquarters.

Andrew Casher, director at Cake, said: "Working with Microsoft affords us plenty of scope to be creative and innovative in our campaigns. These are 21st century marketing campaigns for a brand on the bleeding edge of technology.

"We’re looking forward to getting started on what is sure to be a great 12 months."

Meghan Sinclair, who is involved with the marketing of Xbox at Microsoft, added: "Following the success of The One campaign, we picked Cake for this next phase of our activity. The rest of this year and next looks set to be exciting times for the console, with a plethora of Xbox One exclusives launching. We look forward to collaborating with Cake throughout this campaign."

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