Xbox LIVE Campaign Raises Key Metrics for Top Mobile Brand

Case Study, 04/13/09
Xbox LIVE teamed up with a leading mobile service provider in a campaign to raise key metrics for the brand among savvy mobile users.

The Challenge

A leading mobile service provider needed to build awareness and drive trial among gamers for its new low-cost home calling plan.


The Creative Solution

With the Xbox LIVE audience indexing as savvy mobile users,1 the client recognized that an Xbox LIVE campaign would be a perfect fit. Research showed that among Xbox LIVE gamers:

  • 44 percent text message to communicate with their friends.
  • 21 percent play video games on their personal mobile phone.
  • 36 percent have their phones enabled for web browsing.

 

A media campaign was designed and executed to determine the campaign’s effectiveness in driving brand metrics. Along with the campaign, Xbox LIVE commissioned a customized research study with Nielsen to measure the opinions and brand awareness of 800 gamers.

The Results

The campaign delivered strong advertising results and marketing insights on the client’s various offers and target audiences. Among the results:

  • 200 percent lift in unaided brand awareness.
  • 81 percent increase in brand perception.
  • 135 percent increase in purchase intent.
  • The campaign delivered over 44 million impressions and 31,000 content downloads from Xbox LIVE.

200 percent lift in unaided brand awareness


Conclusion

The success of this campaign underscores how Xbox LIVE advertising can significantly improve brand metrics. Association with the Xbox brand has a strong halo effect on advertisers, potentially increasing brand perception, brand awareness, and purchase intent.

To find out how an Xbox LIVE campaign can increase your sales, contact your sales representative today.

Contact Sales


1. Simmons Custom Research Spring 2008 New Media.