Extend your Xbox Experience 2008

Supporting Material

The Challenge

Our major challenge for the year was grow sales of consoles by increasing brand affinity and purchase intent metrics

amongst our core intender audience

The Solution

As part of a major multimedia brand campaign in Q4 2008 to win the key Xmas battleground, Bluepod Media provided fulfilment technology to extend an additional layer of communication to our audience to deepen consumer connection, and by giving them free Xbox content helping them to engage positively with the brand.

1. Xbox 360 Content available at all available Bluepod destinations across the UK

2. Cost based on a pay per content download basis.

3. All Content was free to download onto Users phone. User is then able to share this content with friends.

4. Content available to download included game trailers, Game wall papers, and V-Card calendar reminders for day of title launch for 5 games

Menu Path…

ActivityUM developed an interactive Xbox menu, behind which lay further game and brand menus that allowed the user to find relevant content that they were interested in and download trailers, wallpapers and calendar reminders to purchase.

Within a network of broadcast areas was a perfect tie-in with the diverse social environments the Xbox audience frequent – gig venues, 5-a-side pitches, stadiums, cinemas, bars and shopping malls.  By utilising all the locales, Xbox not only appeared ubiquitous, but provided lots of opportunities for new and refreshed content to be downloaded.

The Destinations... Shopping Malls Bluewater, Lakeside, Bullring, Metro, Trafford Centre + 8 more

Premiership Football Installed within 40 Premiership, Championship Football Clubs & Scotland (Celtic & Rangers)

Power Leagues All 43 five-a-side centres

UK Cinemas Vue, Odeon, Cineworld, Showcase, Curzon and Everyman.

Universities 30+ Universities within the UK

300 + Bars and Clubs Walkabout, Sports Cafe, Risa, Scream bars

Results

This has been the most downloaded campaign to date with a record breaking c.2m recorded downloads in a 3 month period

(the previous record holder Yahoo, only managed 500k)

Where Downloads were most prevalent

Steady Downloads for Duration of Campaign

Most Downloaded Content