Xbox & Krispy Kreme - Nexus Level Indulgence

MIAI partnered Xbox and Krispy Kreme together to bring a playful twist to the gaming world. The limited edition "Nexus Level Doughnut", filled with irresistible brownie butter.

We crafted this announcement video that parodied Xbox's typically serious product unveilings. This spoof trailer cleverly revealed the custom Xbox doughnut, delighting both gamers and doughnut enthusiasts alike. With over 1000 kiosks in UK grocers, 120 Krispy Kreme stores, 2.7b impressions and over 10,000 pieces of UGC, the results were quite simply delicious

This internet-breaking collaboration rewarded consumers with a free Game Pass code and a chance to win exciting Xbox prizes, including the coveted Xbox Series S console. The campaign spanned across Krispy Kreme stores in Ireland and the UK, featuring point-of-sale displays, a dedicated microsite, and a vibrant social media campaign.