Xbox one launch- Greece
-
Upload
marianna-thomadaki -
Category
Marketing
-
view
263 -
download
0
Transcript of Xbox one launch- Greece
![Page 1: Xbox one launch- Greece](https://reader031.fdocuments.us/reader031/viewer/2022022414/588084291a28ab35718b54d5/html5/thumbnails/1.jpg)
Xbox One launch
![Page 2: Xbox one launch- Greece](https://reader031.fdocuments.us/reader031/viewer/2022022414/588084291a28ab35718b54d5/html5/thumbnails/2.jpg)
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
![Page 3: Xbox one launch- Greece](https://reader031.fdocuments.us/reader031/viewer/2022022414/588084291a28ab35718b54d5/html5/thumbnails/3.jpg)
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
![Page 4: Xbox one launch- Greece](https://reader031.fdocuments.us/reader031/viewer/2022022414/588084291a28ab35718b54d5/html5/thumbnails/4.jpg)
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
![Page 5: Xbox one launch- Greece](https://reader031.fdocuments.us/reader031/viewer/2022022414/588084291a28ab35718b54d5/html5/thumbnails/5.jpg)
Strategy
• Globally focused BUT localized messaging • Put the product into people’s hands • All in one entertainment system • Maintain the 360 momentum
![Page 6: Xbox one launch- Greece](https://reader031.fdocuments.us/reader031/viewer/2022022414/588084291a28ab35718b54d5/html5/thumbnails/6.jpg)
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
![Page 7: Xbox one launch- Greece](https://reader031.fdocuments.us/reader031/viewer/2022022414/588084291a28ab35718b54d5/html5/thumbnails/7.jpg)
Creative idea
![Page 8: Xbox one launch- Greece](https://reader031.fdocuments.us/reader031/viewer/2022022414/588084291a28ab35718b54d5/html5/thumbnails/8.jpg)
Guests
![Page 9: Xbox one launch- Greece](https://reader031.fdocuments.us/reader031/viewer/2022022414/588084291a28ab35718b54d5/html5/thumbnails/9.jpg)
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)
![Page 10: Xbox one launch- Greece](https://reader031.fdocuments.us/reader031/viewer/2022022414/588084291a28ab35718b54d5/html5/thumbnails/10.jpg)
Facebook App
![Page 11: Xbox one launch- Greece](https://reader031.fdocuments.us/reader031/viewer/2022022414/588084291a28ab35718b54d5/html5/thumbnails/11.jpg)
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
![Page 12: Xbox one launch- Greece](https://reader031.fdocuments.us/reader031/viewer/2022022414/588084291a28ab35718b54d5/html5/thumbnails/12.jpg)
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)
![Page 13: Xbox one launch- Greece](https://reader031.fdocuments.us/reader031/viewer/2022022414/588084291a28ab35718b54d5/html5/thumbnails/13.jpg)
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**
![Page 14: Xbox one launch- Greece](https://reader031.fdocuments.us/reader031/viewer/2022022414/588084291a28ab35718b54d5/html5/thumbnails/14.jpg)
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)
![Page 15: Xbox one launch- Greece](https://reader031.fdocuments.us/reader031/viewer/2022022414/588084291a28ab35718b54d5/html5/thumbnails/15.jpg)
YouTube
Give them an Xbox ONE to try it and urge them to invite/challenge their fans to the Xbox ONE launch!
![Page 16: Xbox one launch- Greece](https://reader031.fdocuments.us/reader031/viewer/2022022414/588084291a28ab35718b54d5/html5/thumbnails/16.jpg)
Target
group
Xbox
official
page/ site
Special
guests
Public
stores &
public’s
social media
YouTubers
Gaming
forums &
blogs
Online
lifestyle
media
![Page 17: Xbox one launch- Greece](https://reader031.fdocuments.us/reader031/viewer/2022022414/588084291a28ab35718b54d5/html5/thumbnails/17.jpg)
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
![Page 18: Xbox one launch- Greece](https://reader031.fdocuments.us/reader031/viewer/2022022414/588084291a28ab35718b54d5/html5/thumbnails/18.jpg)
Thank you!