# Xbox Cheeky Controller

> Xbox’s creative team claimed 5 billion impressions for its giveaway controller campaign.

- Owner: Xbox / Microsoft; Marvel Studios
- Kind: Campaign
- Sector: Gaming
- Seed date: 2024-07-17
- Peak date: 2024-07-17
- Spread Score: 45 (Notable), v1.2
- Mechanics: Transgression, Scarcity drop, Platform jump, Press loop, Dupe economy

## Summary

Xbox revealed its giveaway-only Deadpool controller on X. Reddit jokes, a TikTok naming prompt and press coverage followed. Xbox added Wolverine and a billboard; fans drew parodies and made printable covers. The campaign later won a Grand Clio.

## Timeline

- 2024-07-17 — Xbox (X) — Xbox posted a follow-and-repost sweepstakes for its Deadpool console and Cheeky Controllers.
- 2024-07-17 — 121jigawatts (Reddit) — 121jigawatts shared the controller in r/gaming, where commenters joked about its shape.
- 2024-07-17 — Xbox / Superdigital (TikTok) — Xbox asked TikTok users to name the controller in its planned "Name It" video.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/xbox-cheeky-controller

Cite as: How It Spread (2026). “Xbox Cheeky Controller.” Case HIS-01134. Spread Score v1.2: 45/100. Updated 2026-10-15. https://howitspread.com/id/HIS-01134