Xbox: The fanchise model – a new value exchange

Microsoft, a multinational technology company, increased awareness and sales of the Xbox Design Lab by launching a new e-commerce platform that allowed gamers to buy and sell their own designs.

Campaign details

Brand: XboxClient: MicrosoftAgency: McCann London

Summary

Challenged with improving controller sales through our online customization site, the Xbox Design Lab, we initially thought the solution was to find the right way to bang our own drum and follow the traditional advertising model. But by developing a clear understanding of our consumers' motivations and lifestyle, we created a new value exchange model. The 'Fanchise Model' turned thousands of gamers into designers and entrepreneurs. It recognised and rewarded the personal investment they made when they designed a controller. With this new model we generated a...

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