xbox brand audit: final report jain | perez-borges | thornton | villegas | zuckerman
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B rand E xperience & S ocial T echnology. XBOX Brand Audit: Final Report Jain | Perez-Borges | Thornton | Villegas | Zuckerman. XBOX IDENTITY HAS EVOLVED. From big, mighty, gaming monster… . Console (ca 2006). Identity. … to lean, mean, gaming machine . Identity*. - PowerPoint PPT PresentationTRANSCRIPT
XBOX Brand Audit: Final ReportJain | Perez-Borges | Thornton | Villegas | Zuckerman
Brand Experience & Social Technology
XBOX IDENTITY HAS EVOLVED
FROM 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?
FROM THIS:
TO THIS:
OBJECTIVE: PROVIDE XBOX WITH A NEW
VOICE
• Born to wealthy industrialist (MSFT)
• Ingenuity
• Plays harder
• Suave
• Adventurer
• …kind of a dick
BRAND VOICE: TONY STARK
Tony Stark a.k.a. Ironman
STRATEGY: VIRAL VIDEO
LEVERAGING SOCIAL MEDIA
Focus efforts on: YouTube | Facebook | Twitter
350 views150 likes 75 forwards20 (positive) comments
Media
Metrics
RESULTS ABOVE EXPECTATIONS
Views Likes Comments Retweets
163(1 dislike – Really?) 73 12
3,118
…SOME COOL STATS
…AND SOME MORE