Xbox wanted to drive sales of Xbox Wireless Controllers in key European markets. The challenge? It’s not easy to sell a product that many gamers already have in abundance.
Insights and Execution
Our data team found that our target audience over-index on competitiveness as a personality trait – so we played into this. Our idea - an online memory game – one that became progressively difficult and offered Xbox fans a €25 discount voucher for conquering it.
On the microsite we showcased a variety of Xbox Wireless Controllers. A series of buttons would light up on each, which fans would need to memorise and repeat correctly to proceed. If they made it past all five rounds, they received a €25 discount voucher to spend on controllers at select retailers. Fans were incentivised to share their success on social media for a shot at winning a prize over and above the discount.