Xbox – Control your Discount – Gamification Campaign


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The brief

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.


The Results

The campaign achieved some impressive results, with 3,827,596 social media impressions, 68,489 microsite visits and 60,511 total game plays, resulting in 23,374 discount codes being issued to players and a sales rate 152% higher than our target.



Microsite Visits


Discount Codes