Xbox Extinguishes Badly-Timed ‘Feel The Burn’ Marketing Following Backlash
Image via Xbox
Microsoft’s Xbox team recently came under fire over a new controller launch, promoted with the tagline, “Feel the Burn Today.”
The phrase aimed to match the aesthetics of the Fire Vapor Special Edition Controller, which featured a fiery orange design with rubberized, red diamond-pattern grips behind. However, the timing couldn’t have been worse.
Image via Xbox
The accessory was introduced on Tuesday, the very same day Microsoft announced the closure of four Bethesda studios, including fan favorites like Arkane Austin (Redfall, Prey) and Tango Gameworks (The Evil Within, Hi-Fi Rush). This triple whammy—a flame-adorned controller launch alongside a glaring message and studio shutdowns—didn’t go down well with gamers.
Image via Xbox
Microsoft right now…. pic.twitter.com/nVRHo9QVe7
— ð“›ð“ªð“½ð“²ð“·ð“›ð“®ð“°ð“ªð“¬ð”‚ (@LatinLegacy) May 7, 2024
In hopes to fan the flames—for the lack of a better phrase—Microsoft quietly edited the original Xbox Wire blog post that displayed the marketing message, replacing the “Feel the Burn Today with the Fire Vapor Special Edition Controller” with, quite simply, “Introducing the Fire Vapor Special Edition Controller.”
They must have changed it pic.twitter.com/rDfgg81MzY
— DOOMCUTIE (@Doomcutie_) May 7, 2024
[via IGN and Windows Central, images via various sources]
