Partner Content
Jun 21, 2018

Partner Content: Playing the right game

Celebrating the best in UK creativity at Cannes

Partner Content: Playing the right game
Experience (Creative eCommerce)
Grand Prix: Xbox Design Lab Originals: The Fanchise Model
Agency: McCann London
Client: Microsoft
How do you get cash-strapped gamers already sore with paying more for video games to pay a 50% higher price tag for a gaming console controller? Answer: get a UK creative agency and US client collaborating to turn eCommerce on its head, transforming your customers into your salesforce with a campaign that sent sales rocketing.
McCann London and US computing giant Microsoft were faced with a major challenge: they needed to sell more Xbox controllers on the Xbox Design Lab eCommerce portal – where people can pimp their controller using a palette of more than a billion color combinations. But gamers were more up for saving money rather than spending more on an unnecessary luxury.
So McCann came up with a genius solution of letting consumers buy into the brand while selling their own creations. How? It transformed its consumers into 'Fanchisees', 'entrepreneurs' who could design their own controllers, share their creations on the Xbox eCommerce dashboard and earn a share of the profits.
The Fanchise Model didn't just let gamers make a quick buck (or a few thousand, with one earner making £1131), it smashed Microsoft's bottom line, sending sales up 350%, with 41% of site visitors claiming a design.
The campaign wiped the floor in the Experience Lions category, winning the Grand Prix and Silver in Creative eCommerce and a Gold, Silver and Bronze in Brand Experience & Activation.


Campaign India

Related Articles

Just Published

7 hours ago

Havas Media Group rolls out social equity private ...

The ad targeting program will work with BIPOC and LGTBQ+-owned media businesses and is believed to be the first of its kind.

11 hours ago

Combiflam gets the clarity of thought back

Watch the film conceptualised by Ogilvy here

12 hours ago

Premier League advertising increases as Bundesliga ...

Per game advertising increases to more than 11 minutes for the England's top division while Germany sees a dip down to five minutes

12 hours ago

Weekend Laugh: Producer's Diary by Dalbir Singh

The co-founder of Kiss Films presents his weekly sketches for Campaign India