Rob Smith
Director of New Business Development/Associate Partner at Goodby Silverstein & Partners
San Francisco, Stati Uniti
TitoloThe Birth of Gaming Tourism
Agenzia
Campagna The Birth of Gaming Tourism
Cliente Microsoft
Marca Xbox / Microsoft
PostedAprile 2020
Settore Elettronica di comsumo e Audiovisivi
Trama Although Xbox is an established brand amongst the gaming community, there was still a need to expand brand affinity beyond its hard-core audience and attract a new, more mainstream audience who didn’t care about action and weapons, traditionally the focal point of videogame marketing.We created the first-ever new reason to purchase games. Not to play. To visit.Because games had become so beautiful and detailed, we promoted them as genuine travel destinations. In a ground-breaking partnership with one of the world’s leading travel publishers, we created ‘The Rough Guide to Xbox’ – the first travel guide for virtual worlds, enabling people to engage with games in a brand new way. The transformation was completed with a range of online and offline multi-channel activations that all made people perceive videogames as viable tourist destinations, and created added utility once the world could no longer travel.
Tipo di Media Integrated Media/360 Activation
Lunghezza
Casa di Produzione
Casa di Produzione
Casa di Produzione
Casa di Produzione
Chief Creative Officer McCann UK and Co President
Chief Creative Officer McCann UK and Co President
Executive Creative Director
Executive Creative Director
Copywriter
Art Director
Senior Planner
Senior Planner
Account Planner
Designer
Designer
Project Manager
Project Manager
Chief Creative Officer
Managing Partner
Senior Account Director
Account Director
Account Director
Senior Account Manager
Senior Account Manager
Senior Account Manager
Account Manager
Account Executive
Chief Production Officer EMEA
Lead Executive Producer
Executive Producer
Production Company Producer
Junior Producer
Production Company Producer
Print Producer
Production Company Producer
Art Buyer
Art Buyer
Studio Imaging Director
Senior Retoucher
Senior Editor
Senior Editor
Editor
Creative Researcher
Print Studio Manager
Creative technologist
Fotografia / Illustrazione
Fotografia / Illustrazione

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