THE FANCHISE MODEL

ClientMICROSOFT
Category B03. Web Service / App
TitleTHE FANCHISE MODEL
Product/ServiceXBOX DESIGN LAB
Entrant McCANN LONDON, UNITED KINGDOM
Idea Creation McCANN LONDON, UNITED KINGDOM
Production MRM//McCANN LONDON, UNITED KINGDOM
Production 2 CRAFT WORLDWIDE London, UNITED KINGDOM
Additional Company AYZENBERG Seattle, USA
Credits
Name Company Position
Rob Doubal McCann London Chief Creative Officer
Laurence Thomson McCann London Chief Creative Officer
Sanjiv Mistry McCann London EMEA Creative Director
Jamie Mietz McCann London EMEA Creative Director
Jim Nilsson McCann London Copywriter
Jacob Björdal McCann London Art Director
Clare Mann McCann London Project Director
Paul Gillespie McCann London Senior Project Manager
Craig Cameron MRM//Meteorite Senior Project Manager
Mandy Wilson McCann London Project Director
Sergio Lopez Craft Worldwide, London Head of Integrated Production
Doris Tydeman Craft Worldwide, London Agency Producer
Gustavo Fernandes McCann London Designer
Dan Miles MRM//Meteorite Designer
Dan Howarth McCann London Head of Art
Karen Crum McCann London Head of Strategy
Charlotte Walters McCann London Planner
Rob Smith McCann London Executive Vice President
Sailesh Jani McCann London Regional Business Director
Tom Oliver McCann London Account Director
David Smith MRM//Meteorite Account Lead
Lynne Carter McCann London Senior Account Manager
Alice Parker McCann London Account Executive
Charlotte la Torre McCann London Account Manager
Sophie Grierson McCann London Account Executive
Paul Jenkinson Craft Worldwide, London Editor
Jessica Bayat McCann Worldgroup Director of Communications, UK & Europe
Andrew Tusabe Craft Worldwide, London Editor
Francisco Penedo Craft Worldwide, London Agency Producer

The Campaign

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 market 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.

Creative Execution

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

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. By adding a feature that no other customisation tools have – the ability to claim your unique design and earn a cut of its profits – Xbox turned fans into active fanchisees. The users became entrepreneurs, marketing their designs through social platforms like Facebook, Twitter, YouTube and Snapchat.