• by Danielle Oster , July 19, 2024

HED: 

Only “Deadpool” would have a controller like this. Ahead of the famously foul-mouthed and profane character’s return to movie theaters in “Deadpool & Wolverine” July 26, Xbox is offering fans a chance for some cheeky, hands-on entertainment.

Xbox is giving one fan the chance to get their hands on “The Cheeky Controller Designed by Deadpool” -- a prize with something of a flip side. The custom-designed controller comes with a unique feature: its backside is shaped to resemble, as Xbox put it in its official announcement, the character’s “much-discussed, perfectly rounded tush.”

Here’s Xbox’s description of the controller from the official announcement: “The appropriately named “Cheeky Controller” channels Deadpool’s buns of steel in its firm (yet surprisingly comfortable) grip."

On July 22, Xbox will also give the first 1,000 customers in North America who purchase an Xbox Elite Wireless Controller Series 2 – Core from the Microsoft store an exclusive Cable Guys Deadpool Controller Ho Pro.

But only one fan will get their hands on the “Cheeky Controller” via a separate sweepstakes. To promote the sweepstakes, Xbox created a teaser video that gets up close and personal with the gaming accessory’s backside -- which has already racked up over 476,000 views on YouTube.

In addition to two of the “cheeky” controllers, the grand prize package also includes a custom Deadpool-inspired Xbox Series X and console stand which features foam versions of Deadpool’s trusty katanas -- Japanese swords, which the character named “Bea” and “Arthur,” and two Xbox Wireless Controllers (of the normal, ass-free variety).

There’s also a content marketing component to the campaign. On July 22, Xbox’s Twitch channel will host the official live broadcast from the “Deadpool & Wolverine” red carpet premiere, promising to award further prizes during the livestream.

The campaign follows a large marketing leadership restructuring at Microsoft. As part of the shakeup, the company restructured its gaming division in the wake of the Xbox CMO Jerret West leaving the company to join Roblox, with Xbox marketing now housed within the Xbox team. Microsoft Chief Brand Officer Kathleen Hall also recently departed her role, and the company hired Bryson Gordon to lead  global media, strategic partnerships, and agency management,