Demystifying Xbox LIVE and downloadable content
One of the biggest technological launches of last year, Kinect for Xbox 360, hit the stores across the world in November and with it came a brand new target audience for Xbox. No longer were they just talking to core gamers, Xbox’s primary focus for many years, through this amazing technology they were now reaching out to the family audience and the social game scene.
We were tasked with the challenge to create a test campaign for one of the launch titles for Kinect, Ubisoft’s “Your Shape: Fitness Evolved”. The campaign objectives were to explain very clearly to this new audience the benefits of Xbox LIVE and downloadable content with a clear message: you never have to buy another fitness DVD again. The campaign was rolled out across UK, France and Germany.
Many of these new adopters who bought the console and Kinect bundle were completely new to the Xbox environment, having little or no knowledge of LIVE or the benefits of downloading this new content.
The best way to demystify LIVE and downloadable content is to bring the benefits to life. It’s simple, fast, it saves you having to leave your home, you can just download new content to games you already own there and then. According to TGI, 70% of users who were online last month consumed video content.
What is Xbox LIVE?
We created a collection of fun, informative videos and boiled the benefits down into small bite-sized steps. Each step could be watched on its own or all together:
Personalise your workout
To ensure a friendly feel, characters are present through out all the videos, as well as cheeky, fun and young sounding voiceovers.
A large proportion of the target audience use Facebook regularly thus we created a tab housing all of the videos as well as information on the content available to purchase.
A targeted ASU campaign was also launched to generate awareness within the existing community and attract a new audience.
Additionally, media partnerships launched in mid-March to further extend the reach of LIVE and Your Shape outside of Xbox’s traditional channels with several leading women’s sites. The final partnership with Au Feminine is due to launch in the next few weeks.
