The vision: build a buzzing social community where any person could bring their imagination to life in 3D.

To promote Microsoft’s revolutionary new social channel (Remix 3D), we needed a message of inclusivity and empowerment. So we leveraged user-generated content from Remix 3D to create an animated film (promoted across TV, digital, social, and OOH).

The film follows a young girl, Sasha, and her favorite companion, Gabe the Yeti, as they’re transported into a 3D universe. They encounter characters needing love and support—which friends readily provide. It culminates in an inclusive celebration of community. The CTA: “Create a better world. Join us at Remix3D.com.”

On Remix 3D, we wanted to encourage users to realize their 3D vision by “remixing” the familiar film characters. We would empower them with new tools: Users could select a character, customize it (adding limbs or changing colors, for example), and re-upload it to the community.

The animated film featured characters all inspired by ones you could find on Remix 3D. The end of the spot—a CTA inviting our viewers to join us at Remix3D.com—marked the beginning of our social journey.

From there, users went to the Remix 3D website to find our hero characters ready to be “remixed.” We invited the community to enter the “3D Holiday Challenge,” whereby users could grab any character and add their own special touch (with accessories, colors, or stickers in Paint 3D) for a chance to be featured on the Remix 3D website.

We tagged these UGC creations with #Holidayin3D for easy search within the platform. Users could also share them to their social handles.

After a week, we picked our favorite submissions and added them to the iconic party scene from the spot and featured it in a marquee unit on the Remix 3D website.

Total campaign results:

• 174% increase in Remix 3D submissions

• 411% increase in remixes (compared to all other challenges prior)

• 50% increase in brand love

• Positive shift in all four key perceptions that influence purchase intent of Microsoft products

• 259.4MM total impressions

• 136.1MM total video views

• 23% video view rate