Year
2021
Client
Warner Bros., Xbox
Category
Film
Product Duration
3 - 4 Weeks
How do you promote a global movie release in a way that actually resonates with Gen Z gamers and Black college students across the country?
We partnered with Microsoft to activate a nationwide campaign that brought Space Jam: A New Legacy, starring Lebron James, into HBCU communities through gaming labs, custom gear, gaming competitions and exclusive experiences.
We equipped 50+ HBCU campuses with Xbox gaming kits featuring limited-edition Tune Squad and Goon Squad controllers. Then, we hosted exclusive student screenings of the film and launched a nationwide HBCU esports tournament tied to the official Space Jam game with the championship hosted on the red carpet world premiere.
50+ HBCUs received custom Xbox gaming kits to build out gaming infrastructure
Branded controllers + immersive labs tied directly to the film’s themes
Exclusive screenings for students + alumni = full-campus engagement
HBCU esports tournament using the Space Jam game tied everything together
Merged film, gaming, and student life into one cohesive cultural moment
