XBOX 360: CRACKDOWN 2 LAUNCH by Wunderman Chicago for Microsoft

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XBOX 360: CRACKDOWN 2 LAUNCH

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Industry Video Games/Consoles
Media Promo & PR
Market United States
Agency Wunderman Chicago
Creative Director Dave Rothkopf
Account Supervisor Cassie Ozark
Released May 2010

Credits & Description

Category: Best Use of Games
Advertiser: MICROSOFT
Product/Service: VIDEO GAME
Agency: WUNDERMAN3
Date of First Appearance: May 4 2010
Entrant Company: WUNDERMAN3, Chicago, IL, USA
Account Executive: Kyle Suzuki (Wunderman3)
Account Supervisor: Cassie Ozark (Wunderman3)
Senior Vice President/Group Account Director: Jim Rappel (Wunderman3)
Senior Account Executive: Traci Truesdale (Wunderman3)
Creative Director: Dave Rothkopf (Wunderman3)
Senior Art Director: Laura Wolf (Wunderman3)
Vice President/Group Creative Director: Rich McClellan (Wunderman3)
Production Supervisor: Mat Krawczyk (Wunderman3)
Studio Project Manager: Rick Glatz (Wunderman3)
Media placement: Radio - Local stations in Houston and New Jersey - 5/25/10
Media placement: Online - banner ads - dubshowtour.com, dubmag.net - 5/30/10
Media placement: Social Media - Xbox Facebook, Xbox Twitter - 6/4/10
Media placement: Xbox LIVE - Crackdown 2 Cruiser Sweeps Promotion on LIVE - 7/1/10
Media placement: In Market - Twitter Hunt in Houston, TX and Englishtown, NJ - 6/27/10
Media placement: In Market - Premiums distributed in-market - 6/27/10
Media placement: Print - Dub Magazine Cover Story - 7/1/10
Describe the objective of the promotion.
“Justice. By any means necessary.”
The Crackdown 2 game launch certainly had a fitting tagline. In a year of tremendous initiatives for Xbox and Microsoft, the lesser-anticipated game sequel had been overshadowed. And with 3 weeks until launch, the Crackdown 2 team wanted justice.
Our objective was clear: Restore awareness and develop excitement for the Crackdown 2 game release through an interactive, emotionally engaging activity with Xbox fans. Then plan and execute it all in 3 weeks time. Justice is never easy.
Describe how the promotion developed from concept to implementation.
We proposed a two-pronged attack. Part 1 involved piggybacking on a promotion in progress: The DUB Show Tour. We plotted a “tour takeover” that included onsite activation, an online reskin, a magazine feature, and a national sweepstakes for a 2010 Ford Mustang designed to be the “Crackdown 2 Cruiser!”
The DUB tour provided access to massive audiences to promote our novel part 2: a “Twitter Hunt" based on a scavenger hunt formula but revised to utilise the fresh (at the time) technology. We tackled the logistics (and legalities) of using Twitter to seed clues and award prizes…in 5 cities!
Explain why the method of promotion was most relevant to the product or service.
We were challenged to engage and excite fans, which required both audiences and interaction. A two-pronged attack enabled us to increase exposure to ensure higher engagement.
Because Crackdown 2 features a bevy of edgy vehicles, it already shared demographics with the DUB Show Tour. Creating an actual Crackdown 2 Cruiser fitted naturally and garnered attention.
A secondary strategic pillar of Crackdown 2 was “Own your city.” The “Keys to the City” Twitter Hunt—which awarded local prizes for tickets, food, and more - gave fans the opportunity to own their city too. The program flowed directly from the game strategy itself.
Describe the success of the promotion with both client and consumer including some quantifiable results.
A total program cost of $208,000 yielded a marketing value of a whopping $1.25 million. The promotion garnered a massive 14.3 million total impressions and a handsome 6 to 1 ROI. Not bad for a game that had been totally ignored three weeks earlier.
Plus, the campaign became a template for future Xbox promotions and business. Xbox executed carbon copy versions of the Crackdown 2 Twitter Hunt for the Fable 3 game release, as well as the University of Washington and Washington State University athletics sponsorships. All unexpected, incremental business based on this initial success.
Justice is sweet.