The document describes a case study of Microsoft's campaign to launch the Xbox 360 in South Africa. The campaign aimed to raise awareness and buzz around the launch. It profiled 25 influential gamers and treated them as VIPs, giving them consoles and exclusive access to new games. It also held a competition for a creative agency to reinterpret the Xbox logo and icons, with the winning ideas receiving an Xbox as a reward.

1. CASE STUDY

2. 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

3. CASE STUDY: XBOX 360 Tribe identification

4. 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.

5. 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

6. 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

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9. Download Charts, Data and Stats on Youth Mobile Culture http://www.MobileYouthReport.com