F01. Integrated Campaign led by Promo & Activation
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
Laurence Thomson
McCann London
Chief Creative Officer
Rob Doubal
McCann London
Chief Creative Officer
Sanjiv Mistry
McCann London
EMEA Creative Director
Jamie Mietz
McCann London
EMEA Creative Director
Jacob Björdal
McCann London
Art Director
Jim Nilsson
McCann London
Copywriter
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
Dan Howarth
McCann London
Head of Art
Gustavo Fernandes
McCann London
Designer
Dan Miles
MRM//Meteorite
Designer
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
Charlotte la Torre
McCann London
Account Manager
Sophie Grierson
McCann London
Account Executive
Alice Parker
McCann London
Account Executive
Jessica Bayat
McCann Worldgroup
Director of Communications, UK & Europe
Andrew Tusabe
Craft Worldwide, London
Editor
Francisco Penedo
Craft Worldwide, London
Agency Producer
Paul Jenkinson
Craft Worldwide, London
Editor
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 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.
Campaign Success
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
- Sales increased by 350%
- 41% of site visitors claimed a design
- Average amount earned was $95.24
- One gamer made $1.131
Explain why the method of promotion was most relevant to the product or service
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.