Xbox tapped Khaby Lame to boost interest for the Xbox Series S console ahead of the holidays. Khaby Lame is the most-followed creator on TikTok after Charli D’Amelio, and he has quickly won young people’s attention thanks to his deadpan reaction videos to “over-the-top” life hack videos. Now, Xbox is embracing Khaby Lame’s take on ridiculous life hacks for its “Simply Next Gen” campaign running on TikTok and Xbox’s owned and operated channels. In the ad, Khaby Lame is shown a clip of a man building a fort, only to watch it tumble over after a tree comes crashing down on it. In proper Khaby Lame fashion, he suggests a simpler way to build (and demolish) forts by simply turning on the Xbox Series S to play Fortnite. Xbox worked with Ayzenberg Media to craft the campaign, and Ayzenberg’s Chief Creative Officer Gary Goodman notes how working with an influencer who is known for their authenticity was a priority in crafting the campaign, with Khaby’s values / style serving as the perfect fit for reaching Xbox’s vast audience. YPulse’s social and mobile marketing research shows that 71% of young social media users say they don’t mind seeing ads on social media as long as they’re entertaining. (A.List)
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