Gaming is often seen as a distraction from learning—but what if it could be the opposite? With “Beyond Xbox: Field Trips,” Xbox partnered with Ukie’s Digital Schoolhouse and McCann London to create a series of educational audio journeys that teach valuable life skills through gameplay. Delivered as podcasts on Spotify and in-app, the campaign reframes gaming as a tool for growth, not escape.
Campaign Overview
Launched in 2024, “Field Trips” featured seven audio learning journeys, each tied to a different Game Pass title. Games like Minecraft, Sea of Thieves, PowerWash Simulator, Microsoft Flight Simulator, Age of Empires IV, Grounded, and Cities: Skylines were used as springboards for lessons in problem-solving, collaboration, resilience, and creativity.
Each podcast episode was designed to be listened to while playing the game, creating a dual-layered experience that blended entertainment with reflection.
Campaign Objective
Xbox aimed to:
Promote Xbox Game Pass titles as tools for learning and development
Engage young players, parents, and educators with meaningful content
Reinforce its brand identity as inclusive, innovative, and purpose-driven
Win cultural relevance by bridging entertainment and education
The goal was to turn play into purpose—and make gaming a gateway to real-world skills.
Execution
Spotify Podcast Series: Each episode focused on a specific game and the life skills it cultivates.
In-App Integration: Players could access the audio journeys directly through Xbox Game Pass.
Narrative-Driven Learning: Episodes were structured like field trips—immersive, guided, and story-rich.
Visual Companions: Each journey was supported by visual content to enhance understanding.
Award-Winning Craft: The campaign won a D&AD Award for its innovative approach to educational storytelling
Brand Impact
“Field Trips” positioned Xbox as a brand that values growth, not just gameplay. It resonated with parents, educators, and Gen Z players—elevating Xbox from console to companion in learning.
Results
Beyond Xbox: Field Trips transformed gaming into an educational adventure — blending play, imagination, and learning. The campaign launched seven immersive audio journeys across Spotify and Xbox Game Pass, allowing players to explore the real-world science, history, and culture behind their favorite games.
Adopted by over 2,000 schools and empowering more than 200,000 children, the initiative earned widespread praise from educators and parents in the UK and beyond. It became a D&AD Pencil winner in 2024 for Audio and Experiential Learning, recognized for its innovative use of sound and storytelling.
Lessons Learned
“Field Trips” teaches us that games are mirrors—they reflect how we think, solve, and grow. The campaign also shows the power of meeting audiences where they play, and turning passive time into active learning.
