Xbox Print, Film, Digital, Design & Branding, Case study The Fanchise Model [image] by McCann London

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The Fanchise Model [image]

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Industry Video Games/Consoles
Media Print, Magazine & Newspaper, Film, Digital, Interactive & Mobile, Design & Branding, Case study
Market United Kingdom
Agency McCann London
Chief Creative Officer Laurence Thomson, Rob Doubal
Art Director Jacob Bjordal
Copywriter Jim Nilsson
Designer Gustavo Fernandes
Released April 2017


Eurobest Awards 2017
Promo & Activation Integrated Campaign Led By Promo & Activation Gold Eurobest
Promo & Activation Media & Publications Silver Eurobest
Interactive Social Business & Commerce Bronze Eurobest

Credits & Description

Client: Microsoft
Product (Service): Xbox Design Lab
Agency: Mccann London, United Kingdom
Entrant: Mccann London, United Kingdom
Idea Creation: Mccann London, United Kingdom
Production: Mrm//mccann London, United Kingdom
Production 2: Craft Worldwide London, United Kingdom
Additional Company: Ayzenberg Seattle, Usa
Chief Creative Officer: Laurence Thomson (Mccann London)
Chief Creative Officer: Rob Doubal (Mccann London)
EMEA Creative Director: Sanjiv Mistry (Mccann London)
EMEA Creative Director: Jamie Mietz (Mccann London)
Art Director: Jacob Björdal (Mccann London)
Copywriter: Jim Nilsson (Mccann London)
Project Director: Clare Mann (Mccann London)
Senior Project Manager: Paul Gillespie (Mccann London)
Senior Project Manager: Craig Cameron (Mrm//meteorite)
Project Director: Mandy Wilson (Mccann London)
Head of Integrated Production: Sergio Lopez (Craft Worldwide, London)
Agency Producer: Doris Tydeman (Craft Worldwide, London)
Head of Art: Dan Howarth (Mccann London)
Designer: Gustavo Fernandes (Mccann London)
Designer: Dan Miles (Mrm//meteorite)
Head of Strategy: Karen Crum (Mccann London)
Planner: Charlotte Walters (Mccann London)
Executive Vice President: Rob Smith (Mccann London)
Regional Business Director: Sailesh Jani (Mccann London)
Account Director: Tom Oliver (Mccann London)
Account Lead: David Smith (Mrm//meteorite)
Senior Account Manager: Lynne Carter (Mccann London)
Account Manager: Charlotte la Torre (Mccann London)
Account Executive: Sophie Grierson (Mccann London)
Account Executive: Alice Parker (Mccann London)
Director of Communications, UK & Europe: Jessica Bayat (Mccann Worldgroup)
Editor: Andrew Tusabe (Craft Worldwide, London)
Agency Producer: Francisco Penedo (Craft Worldwide, London)
Editor: Paul Jenkinson (Craft Worldwide, London)
The Campaign
Xbox created The Fanchise Model, a campaign that let users claim ownership of their controller design, promote it to the world, and earn a cut of its profits. The more people bought your design, the more you earned. As a result, consumers became entrepreneurs.
Gamers raced to spot gaps in the market, strategising about what designs would be the most popular. Some claimed designs based on sports teams, movies and current events in the hopes of becoming a top-seller and, consequently, a top-earner. Others used it to raise money for causes such as cancer awareness and gender equality.
Users were given customised assets to help promote their design through social media, encouraging friends and followers to buy their controller. To help them sell even more, Xbox gave gamers bespoke marketing campaigns that included press, TV, social, celebrity endorsement and in-store promotion.
By giving gamers part of the profit, everybody profited.
Campaign Success
The Fanchise Model ran during a five-month period (April – August 2017).
It was promoted through a number of different media, including .com, social, the Xbox dash, press and more, along with support from a number of design influencers.
Xbox also helped market gamers’ own designs, through banners, social media, bespoke videos, press, in-store promotion and more.
Describe the success of the promotion with both client and consumer including some quantifiable results
- Sales increased by 350%
- 41% of site visitors claimed a design
- Average amount earned was $95.24
- One gamer made $1.131
Explain why the method of promotion was most relevant to the product or service
To promote controller customisation service Xbox Design Lab, Xbox turned consumers into entrepreneurs. The Fanchise Model allowed gamers to claim ownership of their unique design and earn a cut of the profits it generated.
The Fanchise Model was a campaign built around consumer participation. Once they had claimed a design, gamers started marketing it in their own social media, hoping to make their controller a top-seller.
Users weren’t just interacting with the campaign – they were actively promoting their design, and as a result, promoting Xbox Design Lab.
This all resulted in a business success, increasing controller sales by 350%.
At a time when the gaming world was increasingly concerned about the cost of gaming, Xbox understood that the new customisation service Xbox Design Lab would need a breakthrough idea to make gamers buy controllers that were 50% more expensive than normal ones.
The strategy was to tap into the sense of pride that gamers feel when designing their controller. And instead of just asking them to buy a product, Xbox let them claim ownership of their design and earn a cut of its profits.
This new model gave users a compelling incentive to interact more with the design tool, create controllers and promote them to the world.
So instead of marketing the service through a conventional advertising campaign, Xbox inspired the gaming world to promote their controllers themselves, through their own channels.