The Challenge: To raise awareness
and create buzz around the launch of the X-Box360 in South Africa. The Solution: Profile 25 influential gamers and treat as VIPs; consoles & exclusive releases of games. Give the Seed network free reign to interpret the X-Box logo & icons, offering brand new product as reward for the most exciting ideas. See video here: http://www.youtube.com/watch?v=wFg9YThrv0U INSTANT GRASS CASE STUDY: MICROSOFT X-BOX 360
Mapping the need states Grid
CASE STUDY: XBOX 360 Social The need to connect and experience gaming through other people. Personal The need to invent a grander identity and experience for themselves. Statistic The need to accentuate themselves through competition. Combat The need for risk and reward without real world consequences.
Mapping a Needs State Grid
Social Personal Statistic Combat The Pest The Stoner The New Husband The Family Gamer The Jock The Kasi Student Vim Diesel Indian Techie 1 3 Seeders Niche The Buppie Materialist Creative Kid Silver Spooner
CASE STUDY: XBOX 360 3.
VIP Brand Experience Tooled with Sticky Stories 2. Recruitment Identify Advocates From needs State Grid Youth Gaming Tribes Feedback & Insights Feedback & Insights