Rob Doubal
Co Presidents & Chief Creative Officers at McCann London
London, Regno Unito
TitoloXbox Design Lab Originals: The Fanchise Model
Agenzia
Campagna Microsoft
Cliente Microsoft
Marca Microsoft
PostedAprile 2018
Settore Elettronica di comsumo e Audiovisivi
Trama Xbox Design Lab is a site that lets gamers customise controllers, but at a high price point. How could Xbox take cost out of the equation? By giving gamers ownership of their designs. Which meant they could also sell them for profit. Suddenly gamers started behaving like entrepreneurs, spotting gaps in the market and creating designs that would sell within their communities. Gamers targeted their social networks, while Xbox made bespoke ads to promote people’s designs across all its platforms.

To promote its customisable controllers, Xbox let gamers behave like entrepreneurs, taking ownership of their bespoke designs and selling them for a profit. This also meant that while they were promoting their designs, gamers were spreading the word about Xbox customisable controllers across their own social channels.
Tipo di Media Altre
Lunghezza
President & Chief Creative Officer
President & Chief Creative Officer
Regional Creative Director
Regional Creative Director
Art Director
Copywriter
Chief Strategy Officer
Account Planner
EVP
Regional Business Director
Account Director
Account Manager
Account Manager
Account Executive
Account Executive
Project Manager
Project Manager
Project Manager
Head of Design
Designer
Designer
Production Company Producer
Illustrator
Editor
Print Producer
Studio Manager
Artworker
Digital Retoucher
Digital Retoucher
Account Lead
Project Manager
Designer
Director of Communications
Legal Expertise
Social Agency
Production Company Producer
Editor
Project Manager
Snr. Global Consumer Marketing Manager

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