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

Facebook

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!