Multifaceted Xbox Pop-up Reaches a Range of Gamers - Event Marketer

Multifaceted Xbox Pop-up Reaches a Range of Gamers

DB_Xbox_2012 Book
Brand: MICROSOFT
Agency: MOSAIC
Awards: EX AWARDS — BEST POP-UP STORE
Year: 2012

Microsoft’s Xbox 360 entertainment platform, which includes Kinect, Core Gaming and Xbox Live, has a diverse user base. To reach as many segments of that base as possible, Microsoft created the Xbox 360 Central program inside Toronto’s busiest shopping district, as well as in high-profile shopping centers in both Montreal and Vancouver.

Inside the experience, the brand created a range of activities that would appeal to the entire family. There was the Xbox Live Lounge, which targeted “hypersocials.” And the Core Gaming zone, which provided an outlet for video game enthusiasts of all kinds. Each location was custom designed and outfitted as the ultimate Xbox 360 Hub.

At each deployment, Microsoft had a team of Xbox 360 experts who were trained to provide key messaging and in-depth demonstrations. Each location became the regional hub for all things Xbox 360 and played host to game launches, and VIP and press events. The experience was also valuable for sponsorship integration—LG promoted its televisions and Toys“R”Us had a presence.

The brand scored big: There were more than 200,000 total consumer visits to the Xbox 360 Central hubs. Across all three locations, the program enticed 207,269 total game trials and played host to 100 launch parties, p.r. and special events and game tournaments. Total mass impressions reached more than six million.

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