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XBOX Brand Audit: Final Report Jain | Perez-Borges | Thornton | Villegas | Zuckerman

B rand E xperience & S ocial T echnology. XBOX Brand Audit: Final Report Jain | Perez-Borges | Thornton | Villegas | Zuckerman. XBOX IDENTITY HAS EVOLVED. From big, mighty, gaming monster… . Console (ca 2006). Identity. … to lean, mean, gaming machine . Identity*.

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XBOX Brand Audit: Final Report Jain | Perez-Borges | Thornton | Villegas | Zuckerman

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  1. Brand Experience & Social Technology XBOX Brand Audit: Final Report Jain | Perez-Borges | Thornton | Villegas | Zuckerman

  2. XBOX IDENTITY HAS EVOLVED

  3. From big, mighty, gaming monster… Console (ca 2006) Identity

  4. …to lean, mean, gaming machine Identity* Console (ca 2010) * That is Bruce Lee - for those of you that don’t know

  5. BUT XBOX IMAGE HAS NOT

  6. CHALLENGE: HOW DO WE CLOSE THE GAP?

  7. From this:

  8. To this:

  9. Objective: provide Xbox with a new voice

  10. Brand Voice: Tony Stark • Born to wealthy industrialist (MSFT) • Ingenuity • Plays harder • Suave • Adventurer • …kind of a dick Tony Stark a.k.a. Ironman

  11. Strategy: Viral Video

  12. Leveraging Social Media Media Focus efforts on: YouTube | Facebook | Twitter Metrics 350 views 150 likes 75 forwards 20 (positive) comments

  13. Results above expectations 3,118 163 (1 dislike – Really?) 73 12

  14. …some cool stats

  15. …and some more

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