1 / 15

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*. Console (ca 2010).

latifah-riley
Download Presentation

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

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related