Campaign details
Agency: MRM//McCann and McCann London
Microsoft wanted to drive awareness and sales of Xbox Design Lab, an e-commerce store where players can customise controllers.
Strategy
The novelty of customising a controller wasn't enough to boost engagement and sales; Microsoft needed to tap into gamers' pride in their designs. By leveraging the moment of creation, a reciprocal relationship could be built.
The trick was to tap into gamers' sense of community and competition, unleashing their entrepreneurial spirit while celebrating and rewarding the creativity of their designs.
This was no longer about just creating the controller the individual gamer...