XBOX Brand Audit: Final ReportJain | Perez-Borges | Thornton | Villegas | Zuckerman

Brand Experience & Social Technology

XBOX IDENTITY HAS EVOLVED

FROM BIG, MIGHTY, GAMING MONSTER…

Console (ca 2006)

Identity

…TO LEAN, MEAN, GAMING MACHINE

Console (ca 2010)

Identity*

* That is Bruce Lee - for those of you that don’t know

BUT XBOX IMAGE HAS NOT

CHALLENGE: HOW DO WE CLOSE THE

GAP?

FROM THIS:

TO THIS:

OBJECTIVE: PROVIDE XBOX WITH A NEW

VOICE

• Born to wealthy industrialist (MSFT)

• Ingenuity

• Plays harder

• Suave

• Adventurer

• …kind of a dick

BRAND VOICE: TONY STARK

Tony Stark a.k.a. Ironman

STRATEGY: VIRAL VIDEO

LEVERAGING SOCIAL MEDIA

Focus efforts on: YouTube | Facebook | Twitter

350 views150 likes 75 forwards20 (positive) comments

Media

Metrics

RESULTS ABOVE EXPECTATIONS

Views Likes Comments Retweets

163(1 dislike – Really?) 73 12

3,118

…SOME COOL STATS

…AND SOME MORE