Video brandits: Xbox unleashes Brandalism

International – There are many ways to demonstrate liking a website, not least the obligatory Facebook ‘like’ function. But what about a way to display your dislike?

Xbox has developed a way to do just that. The Web Hexer platform, created to promote its new computer game Fable: The Journey, is a fantasy-inspired site. Once users add it to their bookmarks they can apply digital fire, brimstone, spells and explosions to any branded website they dislike using their mouse. The platform also has a gaming function. Players can earn shareable badges by destroying specific gaming and technology sites.

This is a clever way to engage online users through gaming, while subtly encouraging them to have a pop at Xbox competitors. Brands are developing increasingly creative ways to poke fun at their rivals. For more, see our Brandalism microtrend.