XBOX Brand Audit: Final Report Jain | Perez-Borges | Thornton | Villegas | Zuckerman Brand Experience & Social Technology

XBOX IDENTITY HAS EVOLVED

F ROM 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?

F ROM THIS :

T O THIS :

O BJECTIVE : PROVIDE X BOX WITH A NEW VOICE

Born to wealthy industrialist (MSFT) Ingenuity Plays harder Suave Adventurer …kind of a dick B RAND V OICE : T ONY S TARK Tony Stark a.k.a. Ironman

S TRATEGY : V IRAL V IDEO

L EVERAGING S OCIAL M EDIA Focus efforts on: YouTube | Facebook | Twitter 350 views 150 likes 75 forwards 20 (positive) comments Media Metrics

R ESULTS ABOVE EXPECTATIONS 163 (1 dislike – Really?) ,118

… SOME COOL STATS

… AND SOME MORE