Creative Execution

The Xbox One Journey was timed to start several months before the Japan launch of the local launch of the new Xbox One console. Participants log in using their own SNS account, giving them access to an online interface that introduces weekly challenges, letting them track their progress, and news about Xbox. Unlockable Achievements helped integrate tie-ups with local retailers, gaming events, and live online broadcasts to enhance the overall experience for participants by incorporating real-life activities.

Looking at the first full month of data we have seen that a large percentage of users continue to come back week after week. Looking at Twitter we have seen the volume of positive tweets about Xbox increased by 130% when compared to before the campaign. Conversation showing positive buying intent has seen even bigger growth, increasing by 410%. There is indication that fans are talking with one another as re-tweets about the brand have jumped by 270%. Overall tweets mentioning Xbox are double that of competing brands. All are encouraging signs for a successful Xbox One September 2014 launch.

Launching in Japan 9 months later than other major markets, fans here have to wait for the launch of the new Xbox One console, leaving them to see and hear how fellow fans overseas have been able to enjoy the latest next generation games. With so much time until the local launch, it would be increasingly likely the Xbox One would no longer be top of mind and consumers would begin to consider a purchase of a competing console instead. There was a real need to ensure Xbox fans in Japan stayed engaged so they would be excited in the months leading up to the launch.