BT Infinity Gets an Edge on Xbox LIVE

Challenge

BT Infinity provides superfast fibre optic broadband in the UK that affords customers superfast download and upload speeds. The company wanted to promote this service to Xbox LIVE gamers

to increase awareness of the service, encourage them to recommend it, and consider purchasing it for themselves.

Solution

BT partnered with Microsoft Advertising on an Xbox LIVE Branded Destination Experience (BDE) that immersed Xbox LIVE members in the sights and sounds of a high-bandwidth world, including streaming music, films, videos, and games. The BDE also offered a sweepstake where gamers could enter to win

prizes including Microsoft Points.

Results

The BT Infinity campaign had high recall and solid messaging that was well-remembered by viewers. Unaided awareness was lifted by 14 percent. Additionally, BT Infinity was the most frequently recalled broadband advertiser on Xbox LIVE compared to competitors.

Download the full BT Infinity Xbox LIVE Case Study to learn more.