Xbox Revives “Power Your Dreams” Marketing Campaign for the Holiday Season

After completing its blockbuster acquisition of Activision Blizzard, Microsoft is ready to bang the marketing drum ahead of the holiday season. Today, the company is reviving its “Power your dreams” campaign that marked the launch of the Xbox Series X and Series S in the fall of 2020.

A new 3-minute clip titled “Wake up and dream” has been revealed today, and it will also air this evening during Thursday Night Football on Amazon Prime Video. The clip will be part of Microsoft’s Xbox marketing campaign during the holiday season, and it features Xbox-exclusive games such as Starfield, Forza Motorsport and the upcoming Hellblade II, as well as Cyberpunk 2077.

“‘Wake Up and Dream’ is an immersive adventure story, inspired by gamers and their dreams – going beyond imagination, and capturing the fun, joy, community and love we all share for our favorite games and epic gaming moments experienced with friends,” the Xbox team said today. Xbox fans are also invited to share their love for Xbox on social media using the #PowerYourDreams hashtag.

With Phil Spencer recently confirming that the first Activision Blizzard games won’t be coming to Game Pass until 2024, Microsoft won’t be able to count on blockbuster Game Pass additions to sell more Xbox consoles during the holiday season. “This acquisition is definitely long-term,” Spencer said this week on the Xbox podcast. “So the fact that we’re not hitting day one with a bunch of games dropping into Game Pass is a little bit of a downer, but I’m very excited about the future.”

According to recent US data from Circana (previously NPD), the Xbox exclusive Starfield was the best-selling game in September (despite its day one availability on Game Pass), but Sony’s PlayStation 5 remained the best-selling console in the US last month, with Xbox Series X|S console coming in second position in both unit and dollar sales. It will be interesting to see how things evolve during the holiday season, but it looks like Microsoft is going to push its affordable Xbox Series S with a new $299 Starter Bundle that includes 3 months of Xbox Game Pass Ultimate.