Creative Strategy, @Twitch | Prev work: Beats, Microsoft, Spotify, & bunches of video games | Rebel Scum | Clippers fan | 
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A major, major @Xbox leak was handled masterfully on social in the middle of the night.
Let's look at how Xbox made several viral moments out of a bad day thanks to some memes, quick thinking, & a big company that's agile enough for fast approvals.
Thread 
//pic.twitter.com/QBbeYs3pBJ
11:30 pm EDT: THE SITUATION We've known Xbox will release 2 new consoles this year, but only the Series X was confirmed - we had no details on the 2nd console. Then Series S images leaked. 1st look at console, 1st next gen price point. Major deal. Hit tech blogs immediately.pic.twitter.com/tjv0A84tH7
2:07 am EST: XBOX'S QUICK MEME
The first @Xbox reaction came 2.5 hours later in the middle of the night: the Awkward Look Monkey meme. No copy. Just a hysterical head nod to the leak.
21,000+ RTs. 139,000+ likes.
You gotta love it. Before confirming, they earned viral lulz.pic.twitter.com/J1UopxtvF7
3:13 am EST: XBOX CONFIRMS
Less than 4 hours after a huge leak, @Xbox confirms the name, design, and price point with a promo shot + copy that hits the leak. At 3 am. Props to Microsoft moving so quickly.
Love the special text to emphasize ˢᵐᵃˡˡᵉˢᵗ, a key sales point.https://twitter.com/Xbox/status/1303230071033880576 …
Let’s make it official!
Xbox Series S | Next-gen performance in the ˢᵐᵃˡˡᵉˢᵗ Xbox ever. $299 (ERP).
Looking forward to sharing more! Soon. Promise. pic.twitter.com/8wIEpLPVEq3:13 AM EDT: MORE INFO SOON!
Whether an announcement is planned or rushed from leak, every social reply always asks more questions.
@Xbox hitting the leak, promising info soon (better than saying nothing), & following w/ 
is a good shot to stop Qs so people just celebrate.pic.twitter.com/WneE3bP0Qx
12:34 pm EDT: PROPER REVEAL
You got the late night meme.
You got the even later confirmation.
Gotta do the big, sexy CG video.
At a much more reasonable hour today, @Xbox tweeted the below. Your more standard reveals always necessary still. Dig the emojis for features.https://twitter.com/Xbox/status/1303371127482232834 …
All-digital next-gen console
Faster load times
Higher frame rates
Richer, more dynamic worlds
Next generation gaming performance
In our smallest Xbox ever
Came here to make this tweet.
@steinekin you da boss
Ooft that’s great. A wild ride 
Hmm do you think the leak was planted and the whole reveal choreographed?
Definitely not planned
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