XBox IMC Plan
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XBox IMC Plan

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Presentation for XBox 360 for SJSU's ADV 128 class. Also known as IMC.

Presentation for XBox 360 for SJSU's ADV 128 class. Also known as IMC.

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XBox IMC Plan XBox IMC Plan Presentation Transcript

  • XBox 360 Presented by Alessandra, Ryan, Beste, Danielle, and Dee November 30, 2009Wednesday, December 2, 2009
  • Early 2008 "Nobodys 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 managerWednesday, December 2, 2009
  • Early 2008 "Nobodys 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 managerWednesday, December 2, 2009
  • Early 2008 "Nobodys 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 managerWednesday, December 2, 2009
  • October 2009 Early 2008 "Nobodys 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 managerWednesday, December 2, 2009
  • October 2009 Early 2008 XBox 360 Playstation 3 10% y/y 69% y/y "Nobodys 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 managerWednesday, December 2, 2009
  • October 2009 Early 2008 XBox 360 Playstation 3 10% y/y 69% y/y "Nobodys 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 managerWednesday, December 2, 2009
  • October 2009 Early 2008 XBox 360 Playstation 3 10% y/y 69% y/y "Nobodys 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 managerWednesday, December 2, 2009
  • 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 sWednesday, December 2, 2009
  • 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 LynchWednesday, December 2, 2009
  • 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 incomeWednesday, December 2, 2009
  • Competitors 1.Playstation 2.Nintendo 3.Mobile gaming (smart phone, PC, online)Wednesday, December 2, 2009
  • 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+Wednesday, December 2, 2009
  • 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 sociallyWednesday, December 2, 2009
  • 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.Wednesday, December 2, 2009
  • Target Market • Adults • 18 - 49 • HHI: $50,000 • Family focused • Ample leisure time • Competitive • Social • Tech savvyWednesday, December 2, 2009
  • Objectives • Increase the sales of console by 15% • Increase Xbox Live users from 65% to 75% • Decrease the percentage ratio between male and female usersWednesday, December 2, 2009
  • Budget $41,000,000 20% 40% 25% 15% Promotions Print Broadcast InteractiveWednesday, December 2, 2009
  • Our Message • Will keep your core audience and attract new customers • Is not about the advertisement but the experienceWednesday, December 2, 2009
  • 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 ReleasesWednesday, December 2, 2009
  • 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 $57,615Wednesday, December 2, 2009
  • 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 probableWednesday, December 2, 2009
  • A living entertainment experience powered by human energyWednesday, December 2, 2009
  • 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 newspapersWednesday, December 2, 2009
  • Print - MagazineWednesday, December 2, 2009
  • Print - Magazine Unlimited Characters Unlimited SettingsWednesday, December 2, 2009
  • Print - NewspaperWednesday, December 2, 2009
  • 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 eventsWednesday, December 2, 2009
  • 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 JoeWednesday, December 2, 2009
  • Wednesday, December 2, 2009
  • 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 interactionWednesday, December 2, 2009
  • Interactive 1. Scroll over image to start sound 2. Character will start moving around 3. Upper banner will drop down and character will move overWednesday, December 2, 2009
  • 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 happeningsWednesday, December 2, 2009
  • Blue Tooth •Interactive demonstrations •Promotional giveawaysWednesday, December 2, 2009
  • Street TeamWednesday, December 2, 2009
  • XBox Game OnWednesday, December 2, 2009
  • MicrositeWednesday, December 2, 2009
  • Schedule 2010 January February March April May June July August September October November December Print TelevisionInteractivePromotions Key High Medium LowWednesday, December 2, 2009
  • Summary A living entertainment experience powered by human energy • Print • Interactive • Broadcast • PromotionsWednesday, December 2, 2009
  • QuestionsWednesday, December 2, 2009
  • Wednesday, December 2, 2009