NOTICE

The file is temporarily not accessible. Please try later!

NOTICE

The current file is MB in size and your download remaining (MB) is not sufficient.

Your monthly download limit(150MB) will reset 12:01 a.m. GMT on the 1st of each month.

NOTICE

Considering bandwidth cost, WELOVEAD provides limited free download service.

Please notice the following before downloading the file.

Befor Download MB
File size MB
After download MB

NOTICE

Due to busy traffic of our server for this moment, please wait seconds before you are able to download again.

Xbox Design Lab Originals: The Fanchise Model

basics
Industry: Toys & Games
Media:Promotion & Event
Market:United Kingdom
Language:English
Style: Minimalism
descriptioncnen
Synopsis
In 2016, Xbox launched Xbox Design Lab, an online store that let gamers customise controllers. In 2017, they approached us with a problem – Design Lab controllers are relatively expensive, retailing at a price 50% more than standard controllers. With concerns within the gaming community around the high cost of gaming in general, how could Xbox take cost out of the equation, in order to increase sales?
Strategy
At a time when the gaming community was growing concerned about the cost of gaming, Xbox had to convince gamers to buy controllers that cost 50% more than normal ones. Faced with that audience barrier-to-purchase, the strategy was to tap into the sense of pride that gamers felt when designing their controller, and then make a bold leap from there. If we were going to ask them to go to the effort of essentially designing our product, then the relationship, we surmised, should be reciprocal. Hence, our approach was to essentially treat our audience as professional designers, giving them ownership over, and the ability to earn from, their controller design. This new approach of giving them a vested interest served as a compelling incentive to interact more with the customization tool, create more controllers and sell them to their networks.
Relevancy
This idea is relevant for Brand Experience & Activation Lions as it fundamentally reimagined the Xbox Design Lab brand’s customer journey. By changing the retail experience to allow customers to own and earn money from their controller design, the idea instigated genuine change in consumer behaviour and audience engagement, which led to greater success for the brand, increasing the controller sales by 350%.
Outcome
- Design Lab controller sales increased by 350% - 41% of site visitors claimed a design - Average amount earned was $95.24 - The top earner made $1,131
Execution
On the website, people could customize their controller, then claim ownership of it. If others buy that design, the designer would earn money. Every designer received artwork, enabling them to market their controller on social channels and forums. Xbox supported gamers using owned and paid media (including OOH, TV, in-store, dashboard, print and banners) to promote people’s controllers with bespoke ads. The new model empowered the global gaming community to think strategically. They claimed controllers inspired by things with fan bases, like Manchester United, Trump, and the Minions. The campaign initially began with Influencer social activity, starting from 1 April 2017, with the ‘claim your design’ feature released online on 1 May 2017, simultaneously with call-to-action online display ads and a feature on the Xbox dashboard. Retail support then kicked in on 30 May 2017, and print ads began appearing in the July and August 2017 editions of trade magazines.
CampaignDescription
We transformed the customer journey by letting gamers claim ownership of their design. So now, the more people who buy your design, the more money you earn. It changed behaviour, turning gamers into entrepreneurs, who spotted gaps in the market to claim designs that would sell. Sports teams, flags, current events, even charitable causes … if it had a fanbase, someone owned a design around it. Gamers promoted their controllers on their social channels, while Xbox made bespoke ads to promote people’s designs in-store, OOH, online, on the Xbox dash, on TV and in print. It created a positive feedback loop, all leading to more site visits, more designs, more sales. By rethinking the brand’s core touchpoint and letting customers profit from what they designed, in the end everybody profited.
credit
Brand:
Agency:
Production Company:
awards
Cannes Lions International Festival of Creativity 2019
Gold Creative Effectiveness
Creative Effectiveness
Cannes Lions International Festival of Creativity 2019
Bronze Creative Effectiveness
Social Behaviour & Cultural Insight
Cannes Lions International Festival of Creativity 2018
Gold Direct
Digital & Social > Co-creation & User Generated Content
Cannes Lions International Festival of Creativity 2018
Gold Media
Channels > Use of Digital Platforms
Cannes Lions International Festival of Creativity 2018
Silver Brand Experience & Activation
Launch / Re-launch
Cannes Lions International Festival of Creativity 2018
Silver Creative eCommerce
Retail & Customer Promotions
Cannes Lions International Festival of Creativity 2018
Shortlist Creative eCommerce
360° Customer Journey
Cannes Lions International Festival of Creativity 2018
Shortlist Direct
Sectors > Media / Entertainment
Cannes Lions International Festival of Creativity 2018
Shortlist Direct
Excellence > Launch / Re-launch
Clio Awards 2018
Gold Branded Content
Digital/Mobile
Clio Awards 2018
Silver Direct
Digital/Mobile
Clio Awards 2018
Silver Direct
Social Media
Clio Awards 2018
Silver Public Relations
Brand Development
Clio Awards 2018
Bronze Digital/Mobile
Website
Clio Awards 2018
Bronze Digital/Mobile & Social Media Technique
User Experience
Clio Awards 2018
Bronze Public Relations
Corporate Image
Clio Awards 2018
Bronze Public Relations
Multicultural
Clio Awards 2018
Bronze Public Relations
Product Launch
Latest Updated
Loading...
Sponsor