David Smith
Marketing Platform Ideas, Consulting, Creative Direction, Writing at Bernstein-Rein Advertising
Kansas City, Vereinigte Staaten von Amerika
TitelXbox Design Lab Originals: The Fanchise Model
Agentur
Kampagne Microsoft
Werbende Microsoft
Marke Microsoft
PostedApril 2018
Geschäftsbereich Unterhaltungselektronik & Audio- und Videogeräte
Story Xbox Design Lab is a site that lets gamers customise controllers, but at a high price point. How could Xbox take cost out of the equation? By giving gamers ownership of their designs. Which meant they could also sell them for profit. Suddenly gamers started behaving like entrepreneurs, spotting gaps in the market and creating designs that would sell within their communities. Gamers targeted their social networks, while Xbox made bespoke ads to promote people’s designs across all its platforms.

To promote its customisable controllers, Xbox let gamers behave like entrepreneurs, taking ownership of their bespoke designs and selling them for a profit. This also meant that while they were promoting their designs, gamers were spreading the word about Xbox customisable controllers across their own social channels.
Medientyp Andere
Länge
President & Chief Creative Officer
President & Chief Creative Officer
Regional Creative Director
Regional Creative Director
Art Director
Texter
Leiter Strategie
Etat-Planer
EVP
Regional Business Director
Etatdirektor
Kundenbetreuer
Kundenbetreuer
Account Executive
Account Executive
Projektmanager
Projektmanager
Projektmanager
Head of Design
Designer
Designer
Filmproduzent/Produzent
Illustrator
Cutter
Druck-Produzent
Studio-Manager
Artworker
Digitale Retuschierung
Digitale Retuschierung
Account Lead
Projektmanager
Designer
Director of Communications
Legal Expertise
Social Agency
Filmproduzent/Produzent
Cutter
Projektmanager
Snr. Global Consumer Marketing Manager

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