Post on 14-Apr-2017
transcript
Xbox One launch
Target Group
Broaden our audience Extrovert people (love social games) Families ( Xbox One as an entertainment system) Women ( Kinect )
Main target groups Core gamers (Play around 20 hours/week – Buy 4 games/6 months) Casual gamers (Half the time of a core gamer – Buy 1 game/6 months) People already loyal to the X Box brand
Objectives
• Create hype about the launch
• Unique features
• Create a buzz that will rule out competitors
• Engage with the community
• Interaction in an active and fun way
BUT! • No disruption of the 360 momentum • Remain loyal to our fans/ encourage
our community • Reassure them about new features and
titles
Gamers always believe that an epic win is possible and
that it's always worth trying, and trying now. Gamers don't
sit around.
Jane McGonigal
Consumer Insight
If you make it a game,
gamers will play it no matter what your
motivation is in making it.
Jane McGonigal
Gaming has been a great way to get to know
people. That's part of what I love about games,
that they are social.
Rich Sommer
Strategy
• Globally focused BUT localized messaging • Put the product into people’s hands • All in one entertainment system • Maintain the 360 momentum
Strategy
The concept of the “invitation”, but with a
twist- accept the challenge to play with some special
guests!
Xbox on the road!
360 + 1 coexist maintain the Xbox 360 momentum
Collaboration with Public
Creative idea
Guests
Execution Before the launch-
Phase 1
Public “invitations”
with every purchase
Facebook “invitations” posts & app ,Photos with the 5 guests
turning their back, playing Xbox , slogan :“Δέχεσαι την
πρό(σ)κλήση;”
Countdown until the launch-
guests announcement 3 days before
Guests invite public through their own social
media ( when announced)
invitations & Xbox ONE to special guests, online media & gaming forums.
(hands on)
Facebook App
The launch- Phase 2
Xbox One goes on the road for 2 days! Syntagma square gaming station where people accept the invitation/challenge and play with the special guests.
Kinect – expand the audience
Cosplay of popular games ( e.g. Halo )
Real time photos to Facebook, 5 winners
After the launch- phase 3
• The guests share their experience through their social media pages
• Bloggers/ Youtubers/ Online media write about Xbox One and the event as well
• The 5 top contestants will be announced in social media and get an Xbox One
• Campaign video creation(social media)
Communication channels
Social Media Facebook Page: 1. Invitation content
2. countdown posts
3. mystery guests posts
4. Invitation app
5. Launch photos + Winners
announcement
+ Public’s social media pages*
+ special guests’ social media pages**
Invitations send to Greek
Xbox communities.
Invitations + Xbox ONE send to gaming forums and
technology blogs (Cowboy TV, gameover, techblog)+ lifestyle
online media (Oneman, ladylike
fitness/kinect)
YouTube
Give them an Xbox ONE to try it and urge them to invite/challenge their fans to the Xbox ONE launch!
Target
group
Xbox
official
page/ site
Special
guests
Public
stores &
public’s
social media
YouTubers
Gaming
forums &
blogs
Online
lifestyle
media
Reason to believe
experience
emotional
connection
special guests
awareness, reach, expand
audience
“360 seconds to become
number One”
Bloggers/ gamers
opinion leaders
Xbox One +Xbox 360
invitations personalized approach
Thank you!