XBOX - NFL GET YOUR WHOLE BODY IN THE GAME CAMPAIGN by Wunderman Chicago for Xbox

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XBOX - NFL GET YOUR WHOLE BODY IN THE GAME CAMPAIGN

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Industry Video Games/Consoles
Media Promo & PR
Market United States
Agency Wunderman Chicago
Creative Director Steve Wheeler
Account Supervisor Tara Nummela
Released December 2012

Credits & Description

Advertiser: XBOX
Agency: WUNDERMAN3
Category: Best Integrated Campaign Led by Promotion and Activation
Senior Production Artist: Cameron Danemark (Wunderman3)
VP/Creative Director: Dave Rothkopf (Wunderman3)
SVP/Group Account Director: Jim Rappel (Wunderman3)
Account Executive: Jed Strong (Wunderman3)
VP/Account Director: Kate Blevens (Wunderman3)
Motion Graphics Designer: Walton Beury (Wunderman3)
Studio Project Manager: Chris Caposey (Wunderman3)
Production Supervisor: Mat Krawcyzk (Wunderman3)
Creative Director: Steve Wheeler (Wunderman3)
Account Supervisor: Tara Nummela (Wunderman3)

Implementation
What Xbox needed was a cohesive message and call to action that not only highlighted the brand’s association with the NFL, but also challenged consumers to make a commitment to getting active.In 2012, Xbox created a promotional campaign – the 60 Million Minutes Challenge – that prompted kids to pledge to get active 60 minutes per day and “Get Your Whole Body in the Game” – all with the help of Kinect. The campaign translated across all media platforms, including: TV, digital, in-stadium, PR, experiential, in-school and even extended to initiatives with fellow league partners.

Relevancy
The 60 Million Minutes Challenge and its associated “Get Your Whole Body in the Game” messaging served three separate but related purposes for the brand. First, it communicated the Kinect technology’s capabilities and value proposition to consumers. Second, the messaging promoted the relationship between the NFL and Kinect – tying the game on the field to the games families play at home. Finally, the call to action prompted kids and even parents to make a commitment – to get active 60 minutes per day – which served as a daily trigger to interact with the brand.

Outcome
So far, more than half a million kids and parents have pledged a total of 32 million minutes of daily activity on the field and in the home via Kinect. Overall, the campaign resulted in more than 602 million impressions, including nearly 256 million TV impressions. Digital and social media channels contributed an additional 8.34 million impressions. Onsite, nearly 20,000 people played Kinect at Play 60 clinics and other NFL events in 2012. Ultimately, Xbox’s sponsorship of the NFL and Play 60 created nearly $36 million in marketing value in 2012, resulting in a ROI of 3.68:1.

Client Brief Or Objective
Kinect for Xbox 360 turns video games into active, fun exercise for kids and families. Yet many consumers still associate video games with a more sedentary lifestyle. By sponsoring the NFL and its Play 60 platform – an initiative to get kids active 60 minutes per day – Xbox demonstrated how its Kinect technology and games are a viable way to exercise and have fun, whether on the field or in the home.