This document provides a comparative overview and objectives for an Xbox 360 Street Team between July 2008-December 2008 and goals for 2009. Key findings include: - Sales influenced by the street team increased from July to December 2008 as new members brought access to new social groups. - The number of demo parties and retailer store audits decreased between July and December, while the street team size increased. - Objectives for 2009 are to use online networks like Ning to engage members and create exclusive content to help shape an organic sharing community. - The ROI of the street team campaign to date was $704,853.25 with an ROI of $10.03 for every $1 spent, showing the street

1. XBOX 360 Street Team
Bi‐Annual Report: July ‐ December ‘08

2. Comparative Overview
• Influenced Sales
• Demo Par@es
• Retailer Audi@ng
• Team Size
• A Specific Comparison

3. Compara@ve Overview of Sales Influenced
• New enthusias@c team members Referrals
with access to new social groups have
resulted in a surge in influenced sales. 250
200
150 July '08
• Price drop resulted in Xbox 360 being 100 Dec '08
50
more appealing to poten4al 0
consumers than compe@@on. July '08 Dec '08
• Christmas period paved the way for team members to encourage
peers to purchase an Xbox 360.

4. Compara@ve Demo Party Numbers
• Team management ensuring all Demo Par4es Held
Demo Par@es serve their intended
60
purpose – to educate and influence 50
prior to sending out packs. 40
30
20
10
• Ini@al excitement of hos@ng Demo 0
Par@es is wavering with the older July '08 Dec '08
members of the team.
• Push for video evidence (especially with 3rd party @tles) and a
push for an increase in the quality of the reports has resulted in
the Demo Par@es being less a=rac4ve.

5. Compara@ve Retailer Reports
• An extended period of @me where
we were unable to provide any 50
immediate incen@ve for the 40
Store Audit Reports
30
comple@on of reports.
20 Mystery Shopper
Reports
10
• Older team members becoming 0
increasingly disinterested with the July '08 December '08
repe@@veness of the task.
• Management being flexible on deadlines for reports due in.

6. Xbox 360 Street Team Size Overview
Team Size
• Recent recruitment serge due to
100
exposure in the Gears of War 2: COG 80
Hunt. Added authen@city to the team. 60
40
• Recruitment avenues such as forums 20
and social networking sites have 0
become saturated and increasingly July '08 Dec '08
less helpful as a recruitment ground.
• Street Team cards being sent out with referral games has
resulted in new members eager to expand their Xbox library and
advocate for the product.

7. Specifics of the Compara@ve Overview
Team Size Secret Shoppers Store Audits Demo Par4es Sales Influenced
July ‘08 67 46 50 60 119
December ‘08 81 30 28 30 248

8. Objec@ves in ‘09 • U@lising our exis@ng online data
• Revamp the direc4ves with a focus bases and Ning, spread the word
on making the experience of being a about street team ac4vity.
member more exclusive to help shape
an organic content sharing • Possibility of a flexible ‘task
community. comple4on system’ in which Demo
Par@es, Mystery Shopper and Store
• U@lise ‘Ning’ to create an Xbox Audit reports are given a point value
Street Team page designed and run by and each teamer must submit tasks
the Xbox Street Team. that meet or exceed the 2 month
points requirement.
• Use Ning as an way to get the team
involved, dedica@ng thread topics or • Specific templates issued for Demo
parts of the website to be managed Par@es, Mystery Shopper and Store
by individual team members. Audit reports to ensure quality.
• Generate more stunt based ac4vity • Monthly reports of Mystery Shopper
around dates on the Xbox calendar. and Store Audit results.

9. ROI On Campaign To Date
Investment * Actual ROI
$140,579.05 $10.03
Trial Actual (to date) ROI Actual (to date)
Demo par@es (reach, influence and educate) 170
Number of people agending par@es 1530 $7,650.00
Sales
Console 521 $301,659.00
Xbox Live 130 $10,289.75
Games 3178 $317,651.10
Accessories 834 $57,518.40
Retail Support
Number of stores audited 143 $2,860.00
Mystery shopping no. of stores 127 $2,540.00
Market Research
Surveys completed 108 $4,320.00
Collateral Distribu4on
Flyer drops (500 flyers each per month ‐ orig 0 $‐
60000)
WOM 73 $365.00
Online conversa@ons 0 $‐
Seeding
Support marke4ng events
$704,853.25
*Also includes other costs that do not
appear on this games, MS Points etc.

10. ROI Last 6 Months
Investment Actual ROI
$46,610.00 $14.14
Trial Actual (to date) ROI Actual (to date)
Demo par@es (reach, influence and educate) 30
Number of people agending par@es 270 $1,350.00
Sales
Console 248 $143,592.00
Xbox Live 62 $4,898.00
Games 1513 $151,204.36
Accessories 397 $27,379.20
Retail Support
Number of stores audited 28 $560.00
Mystery shopping no. of stores 30 $600.00
Market Research
Surveys completed 0 $‐
Collateral Distribu4on
Flyer drops (500 flyers each per month ‐ orig 0 $‐
60000)
WOM 0 $‐
Online conversa@ons 0 $‐
Seeding
Support marke4ng events
$329,583.56
*Also includes other costs that do not
appear on this games, MS Points etc.