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

2. XBOX IDENTITY HAS EVOLVED

3. F ROM BIG, MIGHTY, GAMING MONSTER … Console (ca 2006) Identity

4. … TO LEAN, MEAN, GAMING MACHINE Console (ca 2010) Identity* * That is Bruce Lee - for those of you that don’t know

5. BUT XBOX IMAGE HAS NOT

6. CHALLENGE: HOW DO WE CLOSE THE GAP?

7. F ROM THIS :

8. T O THIS :

9. O BJECTIVE : PROVIDE X BOX WITH A NEW VOICE

10. 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

11. S TRATEGY : V IRAL V IDEO

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

13. R ESULTS ABOVE EXPECTATIONS 163 (1 dislike – Really?) 73 12 3,118

14. … SOME COOL STATS

15. … AND SOME MORE