| Title | JOURNEY TO XBOX ONE |
| Brand | MICROSOFT |
| Product / Service | XBOX ONE |
| Entrant | WUNDERMAN INTERNATIONAL Tokyo, JAPAN |
| Entrant Company | WUNDERMAN INTERNATIONAL Tokyo, JAPAN |
| Advertising Agency | WUNDERMAN INTERNATIONAL Tokyo, JAPAN |
| Production Company | HUNCH Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Kota Uchiyama | Wunderman International | Strategic Planner |
| Kei Yashiro | Wunderman International | Creative Director |
| Shiori Yamada | Wunderman International | Agency Producer |
| Motoko Kondo | Hunch Inc. | Web Director |
| Motoko Kondo | Hunch Inc. | Project Manager |
| Yasuhiro Kimura | Rhizomatiks | Art Director |
| Erina Shima | Wunderman International | Art Director |
| Rebecca Ishihara | Wunderman International | Art Director |
| Yasuhiro Kimura | Rhizomatiks | Designer |
| Kaori Fujii | Rhizomatiks | Designer |
| Kentaro Mito | Rad Inc. | Technical Director |
| Ryan Mizuno | Wunderman International | Technical Director |
| Kentaro Mito | Rad Inc. | Programmer |
| Kenshi Yamamura | FES | Lead Back End Developer |
| Anne Rihi | Wunderman International | Senior Copywriter |
| Hideo Aida | Wunderman International | Account Director |
| Chinami Goolam | Wunderman International | Account Executive |
| Vincent Ota | Wunderman International | Executive Creative Director |
Launching in Japan 9 months later than other major markets, fans in Japan were left having to see and hear how fellow fans overseas have been able to enjoy the latest next generation games. What we needed to do was to help hype them up and let them join in on the fun while waiting for the new console. The Xbox One Journey campaign was created to connect Xbox fans with the brand and each other. Xbox fans are given weekly challenges and given Achievement badges as we take them along on a multi-channel journey all the way up to the September 2014 launch of Xbox One.
Xbox Journey participants are logging in at a high, consistent rate. Further analyzing what people have been tweeting about further shows favorable reception as we have found positive sentiment has jumped, with the volume of positive tweets about Xbox increasing by 130% when compared to before the campaign. Conversation showing positive buying intent has seen even bigger growth, increasing by 410%. The campaign, especially the challenges, have resonated with fans, as re-tweets about the brand have jumped 270%, indication that participants are engaging in conversation with one another. This volume of conversation has helped vault conversation about Xbox ahead of the competitors, with tweets mentioning Xbox double that of competing brands, which is especially impressive considering the competitiveness of the Japanese game console market.
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 the weekly challenges and letting them track their progress and news about Xbox. The unlockable Achievements helped integrate tie-ups with local retailers, gaming events, and live online broadcasts to enhance the overall experience for Xbox fans by incorporating real-life activities. Further, the weekly challenges introduced through the campaign incorporate activities within social media.