Xbox is counting on the fact that blowing stuff up never gets old. Microsoft’s gaming console partnered with several of Discovery Digital Networks’ biggest YouTube stars to real-life objects go boom as part of the networks’ “Week of Explosions” marketing campaign.
Xbox’s campaign celebrates the October 28 launch of Insomniac Games’ newest title, the open world, third-person shooter Sunset Overdrive. The marketing effort features online video personalities from Discovery’s SourceFed, SourceFedNERD, RatedRR, and The Vloggity. Each star was tasked with the awesome job of blowing up random objects (that have some connection to Sunset Overdrive, of course) over a four-day span (despite the “week” title).
For one of the “Week of Explosions” videos, you can catch RatedRR’s Richard Ryan and SourceFed hosts Matt Lieberman, Sam Bashor, and Joe Bereta explode cans inspired by Sunset Overdrive’s featured energy drink Overcharge. Or, if seeing teddy bears filled with TNT get blown up is more your thing, you can watch Ryan, Bashor, and Bereta shoot the stuffed animals with real-life rifles (which are, for better or worse, not rigged with the crazy attachments you’ll find in the game).
For the week’s final video, fans were able to vote for what they wanted to see explode. They could choose between a Fizzie parade balloon (by using the hashtag #BlowUpFizzie) or the Mutant Transportation Vehicle (with the hashtag #BlowUpMutants). The result was a fireball of epic proportions and a balloon in need of some more air.
For maximum explosion exposure, watch all 11 Sunset Overdrive “Week of Explosions” videos from Xbox and the Discovery YouTube stars on the curated playlist.