To announce the official name change from Xbox Game Pass for PC to PC Game Pass as well as announce 4 new titles coming day one to the service we wanted to make a statement at The Game Awards that would stand out amongst a night of big announcements.

So we created a meta spot with Lil Dicky and GaTa, plucked right out of an episode of their hit FX series ‘Dave’, we enlisted help from popular streamers 100 Thieves, and we created a 4th wall breaking moment on Twitter to announce the 4 new day one games coming to the service.

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The campaign earned over 733M impressions, 99K engagements, over 600 press and editorial articles with an estimated earned media value of $5.93M.