By integrating into Wolves vs Chickens, Philips was able to tap into an already existing and engaged player base. With the experience focusing on short and snappy gameplay within a farmyard arena, Philips supplemented player's experience with themed assets including billboards and crates that gave players extra XP. In addition, at the team bases, the first player to collect the OneBlade 360 had the chance to wear it as a backbling, giving them a super jump ability to help them in their battle.

But with great power comes great responsibility, as whoever carried the backbling also had an XP bounty placed on their heads, adding to the already addictive and intense gameplay of the map. Once eliminated, the OneBlade 360 is restored at the corresponding base.

To amplify the campaign, Philips launched a campaign on Twitch which included premium video placements and homepage headliners, plus two Twitch livestreams with SamHam, GaGod and Strippin, with the losing team having to shave...