After a heated competition on Twitter, Xbox defeats Skittles to become the first-ever Best of Tweets Brand Bracket winner. As a result, Xbox has promised to begin production on meme-inspired Xbox Series X mini refrigerators.
Comparisons of Microsoft's latest gaming console to a refrigerator began basically the moment it was revealed. Quickly becoming a popular meme, Xbox decided to run with the idea, dropping a trailer for an actual Xbox Series X fridge. While the initial appliance was largely a marketing stunt and wasn't intended to be sold, Xbox Twitter's victory has secured fans a chance at getting a fridge of their own.
The gaming platform managed to beat out 15 other brands in a voting competition held by Twitter's official marketing handle. Xbox bested brands like Spotify, MTV, and GEICO before narrowly winning against Skittles by just a one-percent margin. Xbox Marketing GM Aaron Greenberg tweeted his thanks for everyone who voted while extending an olive branch to Skittles, saying the first mini-fridge off the line will be "filled with games and headed to our friends @Skittles of course!" Skittles returned the camaraderie by thanking all who voted, jokingly talking about needing a fridge for the limes they ordered. The candy brand was promising the return of the fan-favorite lime flavor Skittles had they won.
Although they've yet to go into mass production, several Xbox Series X mini fridges have already been made. Last month, Dwayne "The Rock" Johnson posted a video on Instagram revealing the Xbox mini fridge. Co-branded with The Rock's new ZOA energy drink company, the wrestler-turned-actor sent another unit to YouTuber Lamarr Wilson, who gave fans a proper full unboxing of the item. The appliance has all the major features of the Xbox Series X, including the power button logo, game disk slot, and green ventilation holes. The fridge is unlikely to draw much power as it apparently can be plugged into a car outlet, adding some unexpected portability.
Xbox's social media skills are getting recognized. In addition to rising to the top out of 16 major brands on Twitter, the gaming company could win an award for Best Use of a Meme. Last November when images and videos of Xbox Series S leaked online, Xbox sent out a Tweet early the following morning of the "monkey man" meme, personifying its response to the unexpected event. The wordless Tweet alone turned the devastating leak into a viral moment for the company, with which it used to push the full reveal and price five hours later. The quick thinking and interaction from the Twitter account made Xbox a contender for "Best Use Of A Meme" at The Shorty Awards.
The official Xbox Twitter states updates on the mini-fridges will be coming later this year. While it may not be the full-size Xbox Series X fridge Snoop Dogg received, the appliance is sure to be a coveted item for Xbox and gaming fans everywhere.