PR Case Study: Xbox One launch
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Transcript of PR Case Study: Xbox One launch
![Page 1: PR Case Study: Xbox One launch](https://reader031.fdocuments.us/reader031/viewer/2022032422/55a99eb21a28ab8d5b8b46a6/html5/thumbnails/1.jpg)
PR CASE STUDYMicrosoft’s Xbox One Launch
English for Academic & Professional Purposes | Anna Ortega Martínez
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THE PROBLEM
Competition with Sony’s Playstation 4
Two controversial product policies of the console
— required internet connectivity — limited support for used, shared or traded games
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THEIR RESEARCH
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OBJETIVES
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Make the Xbox One a cultural touchstone and the must-have games and entertainment device for holiday.
Show that the console has the best games franchises and the best gaming experiences.
Prove the global Xbox One all-in-one value proposition and vision.
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TO WIN BACK CORE GAMERS
EXECUTION
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TO FOCUS ON SHOWING, NOT TELLING
EXECUTION
Organised press showcase events
Designed a reviews program
Microsoft hosted a worldwide celebrations for fans (Xbox One Launch Festivities).
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FINAL RESULTS