During the 8th semester of our studies, the final project was to propose and present to Microsoft Greece a launching plan for the Xbox One in the Greek market!

1. Xbox One launch

2. Target Group
Broaden our audience
Extrovert people (love social games)
Families ( Xbox One as an
entertainment system)
Women ( Kinect )
Main target groups
Core gamers (Play around 20 hours/week
– Buy 4 games/6 months)
Casual gamers (Half the time of a core
gamer – Buy 1 game/6 months)
People already loyal to the X Box brand

3. Objectives
• Create hype about the launch
• Unique features
• Create a buzz that will rule out competitors
• Engage with the community
• Interaction in an active and fun way
BUT!
• No disruption of the 360 momentum
• Remain loyal to our fans/ encourage
our community
• Reassure them about new features and
titles

4. Gamers always believe that an
epic win is possible and
that it's always worth trying,
and trying now. Gamers don't
sit around.
Jane McGonigal
Consumer Insight
If you make it a game,
gamers will play it no
matter what your
motivation is in making it.
Jane McGonigal
Gaming has been a great
way to get to know
people. That's part of
what I love about games,
that they are social.
Rich Sommer

5. Strategy
• Globally focused BUT localized messaging
• Put the product into people’s hands
• All in one entertainment system
• Maintain the 360 momentum

6. Strategy
The concept of the
“invitation”, but with a
twist- accept the challenge
to play with some special
guests!
Xbox on the road!
360 + 1 coexist
maintain the Xbox
360 momentum
Collaboration with
Public

7. Creative idea

8. Guests

9. Execution
Before the launch-
Phase 1
Public
“invitations”
with every
purchase
Facebook “invitations” posts &
app ,Photos with the 5 guests
turning their back, playing Xbox
, slogan :“Δέχεσαι την
πρό(σ)κλήση;”
Countdown
until the launch-
guests
announcement
3 days before
Guests invite public
through their own social
media ( when
announced)
invitations & Xbox ONE
to special guests, online
media & gaming forums.
(hands on)

10. Facebook App

11. The launch- Phase 2
Xbox One goes on the
road for 2 days!
Syntagma square
gaming station where
people accept the
invitation/challenge
and play with the
special guests.
Kinect – expand the
audience
Cosplay of popular
games ( e.g. Halo )
Real time photos to
Facebook, 5 winners

12. After the launch- phase 3
• The guests share their
experience through their social
media pages
• Bloggers/ Youtubers/ Online
media write about Xbox One and
the event as well
• The 5 top contestants will be
announced in social media and get
an Xbox One
• Campaign video creation(social
media)

13. Communication channels
Social Media
Facebook Page:
1. Invitation content
2. countdown posts
3. mystery guests posts
4. Invitation app
5. Launch photos + Winners
announcement
+ Public’s social media pages*
+ special guests’ social media pages**

14. Invitations
send to Greek
Xbox
communities.
Invitations + Xbox ONE send
to gaming forums and
technology blogs (Cowboy TV,
gameover, techblog)+ lifestyle
online media
(Oneman, ladylike
fitness/kinect)

15. YouTube
Give them an Xbox ONE to try it and
urge them to invite/challenge their
fans to the Xbox ONE launch!

16. Target
group
Xbox
official
Facebook
page/ site
Special
guests
Public
stores &
public’s
social media
YouTubers
Gaming
forums &
blogs
Online
lifestyle
media

17. Reason to believe
experience 
emotional
connection
special
guests
awareness,
reach, expand
audience
“360 seconds
to become
number One”
Bloggers/
gamers
opinion leaders
Xbox One
+Xbox 360
invitations
personalized
approach

18. Thank you!