E3 Outcomes: Summary Deck

26 May 2010

Timeline Review

Drum 60 sec BRoll

keynte video

Time Lapse

Invite

Partner Site Seeding

Galen Constr

MTV BCast

NickBcast

MaySun

13

Mon

14

Tues

14

Wed

15June July

Thurs

27

Build Engage Amplification

Launch

Premiere MondayKeynote

#Xboxe3 and #Kinect Mosaics

Celeb Site Seeding

Natal Diaries

Mon

7

Partner Pitching

XBOX

• Overview• In 2010, We launched a number of revised Social Media initiatives

• Facebook: New landing pages, 2 new accounts – Xbox Main, XboxforAll, XboxforCore• MySpace: Updated site that matches the look and feel of Xbox.com• Twitter: Activation of @Xbox, addition of @XboxforAll and @XboxforCore• E3 USB Key: Custom landing page and #Kinect related Content• Mosaic Campaigns: Drove E3 Twitter interest in Kinect• Celebrity Coverage | Seeding: Drove Twitter and Kinect Interest• Xbox Partnerships – Program Recommendations and Social Concepts

• Summary recommendations are contained in the deck 2010 Partners

YOY Metrics: 2010

• Summary For Facebook and Twitter Channels• E3 YOY Total Fan / Friend counts

2009 2010 Notes

FB: Xbox ~600,000 1,202,094 Growth has been organic from a spike in Nov 2009

FB: XboxforAll N/A 3,526 New Fan Page

FB: Xboxforcore N/A 2,205 New Fan Page

@Xbox N/A 8113 Was relatively dormant until May 2010

@XboxForAll N/A 488 New Handle

@XboxForCore N/A 630 New Handle

Myspace: Xbox N/A 102,828 New MySpace Page

Facebook Pages

Facebook Pages

Pages: • A new tab for Xbox main and two new fan pages for All and Core• Xbox (Main) – 1 Million Fans• Xbox for All (@Xboxforall)• Xbox for Core (@Xboxforcore)

Keys – Xbox (Main) | Xbox for Core • Dedicated Tab within Fan Page• Superhero [ 3 images for primary content / partner offering by page ]• Video Player

• Youtube videos and navigable content • Twitter Feed

• Fed with #hashtag and xbox related tweets• User ability to syndicate tweets back to twitter

• Mini Wall - User Posts

Addition: Xbox for All• Gifts - “Gift” items that users can give across facebook

Facebook Page Detail – Xbox for All

Facebook Page Detail – Xbox for Core

MySpace Page

MySpace Page

Pages: • Main Page 102k fans

Keys• Replaces existing Myspace page and updates look and feel to mirror Xbox.com• Superhero [ 3 images for primary content / partner offering by page ]• Video Player

• Youtube videos and navigable content • MySpace Blog Entries

• Xbox Blog posts to the Myspace Page• MySpace Gamer of the Month

• Profiled Xbox gamer• Forum

• User Posts and commentary• Wall

• Posts from Xbox friends on Myspace

Twitter Mosaic Campaigns

#XboxE3 and #Kinect Campaigns

Keys• The Mosaic campaign generated Xbox Mosaics from user tweets

• The 2 Mosaics generated 81,901 Tweets over a 12 day period

• Engagement was across 37,405 unique tweeters for both tags

• Each mosaic filled with 27,480 tweets

• The Mosaic pages themselves generated over 8,000 unique pageviews to date

Celebrity Coverage

Online Coverage

Keys• Online coverage varied across 40+ outlets

• Microsoft Xbox Buzz was strong across major news and blog channels

• Positive coverage outpaced negative coverage with 20 mentions to 5 at last count

• Neutral coverage was primarily the un-commented posting of step and repeat photos

• Negative commentary contrasted Xbox against competitive products

• A number of secondary blogs provided coverage leveraging images from wireimage.com

• Sample Celeb Coverage: BBC, Entertainment Tonight, ET Online, Hollywood.com

• Sample Negative Coverage: SF Chronicle, The Guardian

Celebrity Engagement

• A number of Attending Celebrities + Influencers posted content to Facebook generating “like” and “comment” responses

• FB: Celebrity Posts typically result in 50+ “likes” / “mentions” and a range of 25 to 200 comments • Twitter: Celebrity Tweets were more prevalent from the hosts and industry influencers• Overall Celebrity tweeting was acceptable, given that many attending Celebs do not tweet often e.g. @michaelcera

• Other Celebs who tweeted included: Rosario Dawson, iCarly Crew, Raven Simone, Rita Wilson, Meaghan Martin

Aisha Tyler Jennette McCurdyFelicia Day

Girl Gamer Tech Zulu

Celebrity Coverage

Celebrity Buzz Summary

Keys• Event Buzz

• Channels: Social Platforms (Facebook, MySpace, etc.), and Twitter

• Key terms associated with the brand within conversations:

• Kinectimals, Microsoft, 360, Cirque

• Evaluation:

• Game affability and the interactivity of Kinectimals drove celeb generated content.

• The focus on Microsoft also indicates conversations outside of the core gamer community who’s tweets and posts focus on Xbox

Share of Voice

Voice Summary

Keys• Share of Voice summarizes Xbox’s positioning versus competitors online

• Channels: Social Platforms (Facebook, MySpace, etc.), Blogs, Forums Twitter

• Evaluation:

• Xbox garnered a larger share of mentions vs. PS3 and Wii

• Twitter conversations were the largest share of Social voice with a high degree of follow-on conversations occuring well after E3

• Ongoing conversations are anticipatory of the Kinect release

• Voice indicates that news, blogs and social commentary were generally favorable

• 93% of all content measured indicated a favorability towards Xbox

Flash Drive

Flash Drive

Detail: • Launch Page on the Gift Bag USB Drive that drives users to:

• All three facebook fan pages• The @xbox, @xbox4all and @xbox4core twitter pages• The Xbox Myspace profile• The Xbox Youtube Channel• A link to detail on the broadcast event for Natal | Cirque• The E-prize contest

Keys• A single access pint for users to engage with all content on the Flash Drive• New Brand messaging for Xbox for Core and Xbox for All• A Link and reminder of televised event coverage• A Call to Action for the Eprize giveaway

Summary

• Updated Xbox branding was successfully deployed across all major Social Networking Spaces

• XboxforAll and XboxforCore were successfully deployed on Facebook and Twitter and are building momentum

• Celebrity Seeding yielded significant conversations online • Voice is positive for the Xbox brand with sentiment indicating a general

affability for the platform• Voice also indicates a general anticipation for Kinect and underscores the

success of Xbox in reaching beyond the core gamer audience

CONTACT: oz@sultaninteractivegroup.com