State of Decay 2 - Social

Blue Studios helped Xbox turn gameplay into grit with the ‘Survival Tactics’ series for State of Decay 2. A social-first campaign that married apocalypse advice with dark comedy, each short-format video taught you how to barter, survive, and avoid being eaten—presented in a way that felt more like zombie-fueled memes than marketing. The result: wildly shareable, gameplay-anchored storytelling that built community and laughed through the apocalypse.

For the launch and live support of State of Decay 2, Blue Studios partnered with Xbox to create a clever and gritty social-first campaign called “Survival Tactics”—a bite-sized content series that turned gameplay mechanics into digestible, sarcastic, and strangely practical apocalypse wisdom.

In a world overrun by zombies, your only real weapon is… common sense (and a shovel).

Our goal was to increase engagement and retention across Xbox’s social platforms by turning tutorials into content fans actually wanted to watch. These weren’t trailers. They were snackable survival memes wrapped in gameplay tips—delivered with self-awareness and just enough sarcasm to make even the end of the world feel fun.

• The campaign rolled out across Twitter, Instagram, Facebook, and Xbox Live’s dashboard, flooding channels around major content drops and seasonal updates.

• Each tactic video averaged 2–3x the organic engagement of standard gameplay clips.

• Fans began sharing their own mock “survival tips,” giving the campaign UGC life beyond the feed.
  

Platform Performance

• The campaign rolled out across Twitter, Instagram, Facebook, and Xbox Live’s dashboard, flooding channels around major content drops and seasonal updates.

• Each tactic video averaged 2–3x the organic engagement of standard gameplay clips.

• Fans began sharing their own mock “survival tips,” giving the campaign UGC life beyond the feed.