What the brand needed

Gamers may be loyal brand ambassadors, but a strong competitor can cause temptation. A gaming console is more than just a platform to enjoy games, after all – it’s a commitment to a brand for the next 5+ years. So with the next generation of hardware due at the end of 2020, Xbox had one objective: convince fans to lock in with the new Xbox Series X.

Insights and execution

Respect and status are powerful motivators for gamers, so we created ultimate bragging rights in the form of Xbox Hall of Fame – a first-of-its-kind campaign in the gaming industry. It celebrated those most likely to commit to the Xbox Series X – top performing Xbox fans – and challenged them to simply play on their current Xbox One, for a chance to make history. Lifetime categories for top performers were balanced with in-game trials to invite participation, conversation, and user generated content from all players.

As part of our campaign strategy, we leveraged existing channels to minimise costs, starting with a mailer targeting players with high Gamerscore, and a banner on the Xbox One’s dashboard. We then identified our strongest digital platforms, and posted content (localised into 10 languages) to drive awareness across the wider fanbase.

The results

When the dust settled, only the best were officially inducted. Eight category leaders from 14 markets (a total of 112 participants) had their names added to the Xbox Hall of Fame.

Conversation, positive sentiment and more peaked during the three-week campaign.

  • 1,955,438 campaign page visits
  • 51,234,372 impressions
  • 3,204,260 engagements
  • Average daily achievements increased by 74%

As for time spent on the Xbox One, the prospect of a next generation prize prompted fans to play hard.

  • 601,165 registered participants
  • 456,970,971 Gamerscore earned
  • 14,676,719 achievements unlocked
  • 3,203,636 laps raced
  • 700,000 plague hearts destroyed
  • 2,535,842,730 Emissary Value accumulated
campaign page visits
increase in average daily achievements

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