Sprint used the global launch of the Xbox LIVE independent video channel to introduce its new high-end phone, positioning itself as the exclusive sponsor of a popular internet series about online gamers, the target audience it wanted to reach. The campaign exceeded expectations, resulting in an increase in brand favorability, awareness and purchase intent.
Sprint wanted to introduce its newly launched, high-end Samsung Instinct™ phone, hoping to reach and interact with a target audience of predominantly male data enthusiasts who rated entertainment and gaming as important lifestyle choices.
In conjunction with the global launch of the Xbox LIVE independent video channel, Sprint positioned itself as the exclusive sponsor of The Guild, a popular internet series about online gamers. Users could download episodes free of charge from a Sprint Branded Destination Experience (BDE) page within the Xbox LIVE environment, where they had access to custom content such as product videos, wallpaper and gamer pictures. Sprint sponsored Xbox LIVE points and game previews, as well as invited gamers to interview cast members from the show.
Sprint’s Xbox LIVE campaign showed a significant increase in brand awareness, product favorability and purchase intent. Results showed that gamers who were exposed to the campaign were:1
- 124 percent more likely to rate the Sprint brand very good or excellent.
- 70 percent more likely to consider a switch to Sprint services.
- 96 percent more likely to recommend the Sprint brand.
User awareness and consideration of the Samsung Instinct phone increased as well, with a 32 percent increase in awareness and an 82 percent increase in purchase intent.1
The campaign proved once again the value of sponsorship on Xbox LIVE, as demonstrated through the high level of brand interaction and the resulting increase in brand favorability, awareness and purchase intent. The campaign exceeded expectations, revealing a very positive consumer response and corresponding lifts that clearly demonstrate to advertisers the benefits of sponsorship on Xbox LIVE.
To find out how an
Xbox LIVE campaign can increase your sales, contact your sales representative today.
