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2018 One Show - Social Media

Xbox Design Lab Originals: The Fanchise Model

Agency McCann / London + MRM/McCann / London + Craft/McCann / London

Client Microsoft
BACK TO RESULTS

Annual ID

OS_SM18016S

About the Work

Challenge: Xbox Design Lab is a site that lets gamers customise controllers, but at a high price point. How could Xbox take cost out of the equation to make the community purchase more controllers? Solution: Xbox let the buyers become sellers. They gave gamers ownership of their controller design. If others buy it, you earn a cut. It changed the community’s behaviour, turning users into active entrepreneurs who strategized and invested in designs that would be popular. Sports, flags, news, even charities – all inspired designs. Gamers marketed their designs in social media, forums and vlogs. Meanwhile Xbox created bespoke campaigns for gamers’ controllers, bringing to life their inspirations through commercials, posters and more. Everything led to more active users, more designs, more sales. Results: - Controller sales increased by 350% - 41% of site visitors claimed a design - Average amount earned was $95.24 - Top earner made $1,131