Charlotte Walters
London, Reino Unido
TituloThe Fanchise Model
Agência
Campanha THE FANCHISE MODEL
Anunciante Microsoft XBOX
Marca XBOX DESIGN LAB
Data da primeira Transmissão/Publicação 2017
Sector Empresarial Consolas de videojogos
Filosofia Xbox created The Fanchise Model, a campaign that let users claim ownership of their controller design, promote it to the world, and earn a cut of its profits. The more people bought your design, the more you earned. As a result, consumers became entrepreneurs. Gamers raced to spot gaps in the market, strategising about what designs would be the most popular. Some claimed designs based on sports teams, movies and current events in the hopes of becoming a top-seller and, consequently, a top-earner. Others used it to raise money for causes such as cancer awareness and gender equality. Users were given customised assets to help promote their design through social media, encouraging friends and followers to buy their controller. To help them sell even more, Xbox gave gamers bespoke marketing campaigns that included press, TV, social, celebrity endorsement and in-store promotion. By giving gamers part of the profit, everybody profited. The Fanchise Model ran during a five-month period (April – August 2017). It was promoted through a number of different media, including .com, social, the Xbox dash, press and more, along with support from a number of design influencers. Xbox also helped market gamers’ own designs, through banners, social media, bespoke videos, press, in-store promotion and more. - Sales increased by 350% - 41% of site visitors claimed a design - Average amount earned was $95.24 - One gamer made $1.131 To promote controller customisation service Xbox Design Lab, Xbox turned consumers into entrepreneurs. The Fanchise Model allowed gamers to claim ownership of their unique design and earn a cut of the profits it generated. The Fanchise Model was a campaign built around consumer participation. Once they had claimed a design, gamers started marketing it in their own social media, hoping to make their controller a top-seller. Users weren’t just interacting with the campaign – they were actively promoting their design, and as a result, promoting Xbox Design Lab. This all resulted in a business success, increasing controller sales by 350%. At a time when the gaming world was increasingly concerned about the cost of gaming, Xbox understood that the new customisation service Xbox Design Lab would need a breakthrough idea to make gamers buy controllers that were 50% more expensive than normal ones. The strategy was to tap into the sense of pride that gamers feel when designing their controller. And instead of just asking them to buy a product, Xbox let them claim ownership of their design and earn a cut of its profits. This new model gave users a compelling incentive to interact more with the design tool, create controllers and promote them to the world. So instead of marketing the service through a conventional advertising campaign, Xbox inspired the gaming world to promote their controllers themselves, through their own channels.
Tipo de Mídia Case Study
Comprimento
Mercado Estados Unidos
Production 2
Additional Company
Chief Creative Officer
Chief Creative Officer
EMEA Creative Director
EMEA Creative Director
Director de arte
Redator
Project Director
Project Manager
Project Manager
Project Director
Head of Integrated Production
Agency Producer
Head of Art
Designer
Designer
Head of Strategy
Planner
Executive Vice President
Regional Business Director
Account Director
Account Lead
Account Manager
Account Manager
Executivo de contas
Executivo de contas
Director of Communications, UK & Europe
Editor
Agency Producer
Editor

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