Thought the game was an online shooter, so I checked Wikipedia, this is what the article said about the cloud features:
"The game is expected to use Microsoft's cloud computing to create a living world, where user feedback and ideas such as Internet memes, social commentary, new items, weapons, and characters can be quickly added."
Thanks to the Cloud Sunset Overdrive will become the Reddit of videogames 
Seriously though, I hope they know what they're doing here, very often when companies try to use memes to their advantage it just turns out unfunny and awkward.