Midnight Oil was honored to support Microsoft Xbox and their 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, we conceived and produced a series of promotional content designed to massively increase consumer anticipation for the game’s release.



In our efforts leading up to the live event, we began by producing an announcement teaser video for Xbox’s social media channels. 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 an exclusive new track from hip hop duo, Run the Jewels.

Announcement Video



Building on the momentum sparked by the announcement video, we went a step further by producing a second piece of content starring players from the LA Galaxy and Seattle Sounders Major League Soccer teams. In addition to being featured in posts from the Galaxy and Sounders official social media accounts, this video was played on the massive LED scoreboard at StubHub Center in Los Angeles during a game that took place two weeks prior to the Gears of War 4 release date. Illustrating the importance of teamwork needed for successful Gears 4 gameplay, the video gives a glimpse of Los Angeles & Seattle soccer stars taking on the game’s all-new Horde Mode 3.0.


Galaxy vs. Sounders StubHub Center Jumbotron Video



The payoff to our program was the production of ‘Gears of War 4: LIVE’, which was held on Oct. 5th, 2016. 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. After producing an elaborate set design to rival any prime-time television show, we invited hundreds of Gears fans eager to participate in the live broadcast


Gears of War 4: LIVE – The Event



An estimated 1.8 million 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 livestream, the full show and 10 key segments have been viewed 3.9 million times.