For the holiday season, Xbox wanted to remind hardcore fans that a personalized Xbox controller makes the perfect gift but didn’t have budget to run a heavy media campaign.

We knew influencers could reach hardcore Xbox fans, but with the budget, how do you get influencers to talk about you without paying them? The answer – Be Magnetic.

We found influencers who were pro-Xbox. Then we researched them. We dug into the things that they love – their pets, their favorite games, foods, movies, colors, etc. We then sent them an ugly (and I mean ugly) holiday sweater and a matching Xbox Controller that reflected their personality down to their love of llamas. Each package was rounded out with a personalized holiday card and Xbox-themed gift wrap.

The influencers spread the love to their fans by unboxing and sharing their gifts on YouTube, Twitter and Instagram, racking up over 80,000 likes and over 5.5 million views.

With a little research and a lot of yarn, we helped Xbox build more love.