Microsoft Xbox One Retail Launch Targets Families - Event Marketer

Microsoft Xbox One Retail Launch Targets Families

DB_Silver_Xbox One_2014 Ex
Brand: XBOX
Agency: MATTER INC.
Awards: EX AWARDS — BEST RETAIL/IN-STORE EVENT PROGRAM
Year: 2014

Midnight launches for gaming events typically attract core gamers and early technology adopters—essentially, the folks who will camp out for a coveted product. But with its new Xbox One console, a system that offers complex interactive games for core gamers, as well as family-friendly physical activity gaming, Microsoft wanted to get gamers and families amped up to purchase at its retail stores.

Microsoft settled on an in-store launch plan that involved two iterations of tournaments. The first was the six-market “Killer Instinct Fighter Tournaments” held 8 p.m. to midnight with 265 players participating across 16 consoles. In the end, one victorious player from each market crowned the “ultimate fighter” finalist at midnight was—check it—flown with a guest the following day to Jacksonville, FL, for the final Killer Instinct Ultra Fighter Showdown Ultimate Champion face-off. The winners competed on stage in front of 2,000-plus spectators. Afterward, the six winners and their guests were treated to a Macklemore and dj Ryan Lewis meet-and-greet and concert experience.

For the family target, the brand sustained and extended the momentum into the next weekend at retail stores with the Xbox One Sports Star Challenge across 10 markets. Fans of all ages lined up to meet sports heroes, whose presence drove buzz. Attendees played games with the stars, took photos and entered into raffle drawings to win autographed sports memorabilia. Between the two legs of the campaign, the brand earned an impressive 488 million p.r. impressions. Game. On.

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