XBox IMC Plan

XBox 360
Presented by Alessandra, Ryan, Beste, Danielle, and Dee
November 30, 2009

Wednesday, December 2, 2009

Early 2008

"Nobody's got a crystal ball, but we remain
cautiously optimistic" about the future, All the
signs we see point to continued strength for the
industry and for the Xbox."

David Dennis
Microsoft s corporate Xbox 360 Group PR manager


October 2009
Early 2008


David Dennis


October 2009
Early 2008
XBox 360 Playstation 3
10% y/y 69% y/y

David Dennis


Executive Summary
•Goal is to keep core audience
and increase sales, users, and
woman players

•Utilize non traditional creative
in an integrated marketing plan

•Garner national attention with
special focus in top 12 DMA s


Situation Analysis
• Industry has seen recent drops in
sales

• Microsoft is lowering game console
price and creating new revenue
opportunities with LIVE sponsorship

• Soon to come: Project Natal

• Current Advertising Eﬀorts: Behind
the Fun with Jane Lynch


S.W.O.T
Strengths Threats
- Capabilities - Mobile gaming
- XBox Live - Foreign Perception
- Price - Network cost
- Games - Netﬂix & PS3
- Settings

Opportunities Weaknesses
- Sales - Size
- Women Gamers - Appearance
- User base - WiFi Connection
- Sky Player - Gender ratio &
- LIVE Commercial s target income

Competitors

1.Playstation
2.Nintendo
3.Mobile gaming
(smart phone, PC, online)


Gaming Industry
Industry XBox
•117 million active users in
U.S. •Gender
•Gender -Male 69% / Female 31%
-Male 55% / Female 45% •Age
•Age -86% between 18-44
-35% between 18-54 •Income
•Income -26% have income of
-50% have income of $50,000+
$75,000+


Market Insight
Gamers Players

Must have latest system as Buy gaming system every
soon as on market 10+/- years

Shops at midnight store drops Updates collection by
in order to have equipment or investing in new games and
game ﬁrst add on equipment

Play Daily Play socially


Types of Gamers
Power gamers: 11% of the Social gamers: 13% of the Leisure gamers: 14% of
gamer market but account market enjoy gaming as a way the market, spend 58 hours/
for 30 cents of every dollar to interact with friends. month playing games but
spent on retail and online mainly on casual titles. They
games. prefer challenging titles and
show high interest in new
gaming services.

Dormant gamers: 26% of Incidental gamers: 12% of Occasional gamers: 24%
the market love gaming but the market lack motivation of the market play puzzle,
spend little time because of and play games mainly out of word, and board games
family, work or school. They boredom. However, they almost exclusively.
like to play with friends and spend more than 20 hours/
family and prefer complex month playing online games.
and challenging games.


Target Market

• Adults

• 18 - 49

• HHI: $50,000

• Family focused

• Ample leisure time

• Competitive

• Social

• Tech savvy


Objectives

• Increase the sales of console by
15%

• Increase Xbox Live users from
65% to 75%

• Decrease the percentage ratio
between male and female users


Budget

$41,000,000 20%

40%

25%

15%
Promotions Print
Broadcast Interactive


Our Message

• Will keep your core audience and
attract new customers

• Is not about the advertisement but
the experience


Media Mix
• Print
- Magazine - Multi page
- Newspaper - Sticky notes

• Broadcast
- TV - Commercials
- Radio

• Interactive
- Microsite
- Banner Ads
- Sponsored Sites

• Promotion
- Blue Tooth Ping Back
- Street Team
- Gamer Competition
- Press Releases

DMAs
New York San Francisco Dallas-Ft. Worth
Los Angeles Philadelphia Washington, DC
Chicago Boston Houston
Denver Seattle, Tacoma Detroit

Average Household
Total Households
Effective Buying
New York 7,555,955 San Francisco $74,338
Los Angeles 5,663,786 Washington, DC $69,688
Chicago 3,482,390 New York $62,688
Philadelphia 2,958,317 Boston $62,160
San Francisco 2,456,666 Chicago $61,079
Boston 2,409,029 Denver $60,170
Dallas-Ft. Worth 2,369,433 Dallas-Ft. Worth $59,200
Washington, D.C 2,288,908 Seattle - Tacoma $58,618
Atlanta 2,151,295 Detroit $57,943
Houston 1,972,706 Houston $57,615


Creative Strategy

• Utilize latest technology to peak
the interest of consumers and
create hands on experiences

• Leave the fantasy to the video
game, models and scenarios will
be both relatable and probable


A living entertainment
experience powered by human
energy


Print
• Magazine
- Multi-page spread that uses models which
are most relevant to that publication.

- Augmented Reality

- Example publications: National magazine and
gamer industry related

• Newspaper
- Front of paper sticky note

- SnapTag

- Example publications: National publications &
spot newspapers


Print - Magazine


Print - Magazine
Unlimited Characters Unlimited Settings


Print - Newspaper


Broadcast
• Television
• 30 second spots that can be shortened to 15
seconds

- Primetime, Cable and Syndicated

- Example television: Friends, House, Vampire
Diaries, Community

• Radio
- Donut

- Local spot with main focus on promotional
events


Television

Music:
Weezer, Pork and Beans

Scenes (Rooms):
Games, XBox Live, Movies, Party

Styling:
Smooth walking transitions
Light to match scene
Characters are borderline hipster
but still average Joe

Interactive
• Banner Ads and Site Sponsorship
- XBox interactive take over with multi banner
and box ads communicating with each other

- Example websites: Yahoo.com, Youtube.com,
Gamespot.com, IGN.com

• Microsite
- URL: www.XBoxGameOn.com

- See upcoming slides for more information

• Xbox.com
- Special section added for access to
augmented reality interaction


Interactive

1. Scroll over image to start
sound

2. Character will start moving
around

3. Upper banner will drop
down and character will move
over


Promotions
• Bluetooth Pings
- Pingbacks

• Street Team
- Gaming stations in our selected 12 DMAs

• Xbox Gamer Challenge
- RV will travel across USA to hit 12 DMAs with
stops along the way

• Press Releases
- Press kits will be sent out to all major local
media outlets such as newspapers and radios
talking about gaming challenge, gaming
stations and Xbox happenings


Blue Tooth

•Interactive demonstrations
•Promotional giveaways


Street Team


XBox Game On


Microsite


Schedule

2010 January February March April May June July August September October November December

Print

Television

Interactive

Promotions

Key

High

Medium

Low


Summary
A living entertainment
experience powered by
human energy

• Print • Interactive
• Broadcast • Promotions


Questions


XBox IMC Plan

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