Xbox Area One Road Show Drives Trial and Engagement - Event Marketer

Xbox Area One Road Show Drives Trial and Engagement

DB_EX_Xbox_2014 Ex
Brand: XBOX
Agency: ENVY CREATE
Awards: EX AWARDS — BEST EVENT/ENVIRONMENT (CONSUMER)
Year: 2014

The Area One Road Show delivered a “rock band” style tour to key markets, bringing games and music to core gamer enthusiasts and social evangelists in a party-like atmosphere.

There’s no better way to hype a new product than to let influential consumers test it out, which is what console gamers got to do (and brag about) months before it hit the market. This kind of social currency can generate exponential returns in word of mouth and social impressions.

The Area One Road Show drove pre-launch trial and engaged high-value clients into loyalty, purchase and evangelization of the new Xbox One and its content in North America, Europe, the Middle East and Africa. The activation inspired enthusiasm for the product and purchase preference as well as brand loyalty and recognition of the new hardware and software through experience and trial.

Tour kits and teams traveled from one city to the next in the 15-city campaign, bringing the experience to the target audience of consumers who have a higher spend in the gaming sector, core gamer enthusiasts and loyal social evangelists. The events activated locally in each market and took place in venues selected for their vibe and location. Though they were grassroots events that provided Xbox One experiences for the public, the series of celebratory moments made the events feel exclusive as well.

As soon as they arrived, attendees felt the celebratory atmosphere, which fostered an emotional connection between the brand and the audience. The events came alive with games, music and a festival beat. The shareability factor was high with a social photo booth and a DR3 Zombie experience room based on the Dead Rising 3 game. The entertainment-focused environment offered opportunities for exploration and discovery, a real “choose your own adventure” experience for gamers.

Area One connected with 79,474 attendees and deployed 245,266 trials across 15 cities, which culminated in the final stop with a synchronized launch between Los Angeles and London.

Of those who attended, 92 percent said they would choose Xbox over other competitors, and many placed pre-orders at the event; 96 percent of attendees surveyed said they would recommend purchasing Xbox One to friends and family.

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