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Kinect for Xbox 360
You Are the Controller

RAN IN: United States

CLIENT
Microsoft

Robert Matthews - GM, Global Consumer Mktg.
Aaron Elliot - Digital Mktg. Group Manager
Tyson Flandreau - Group Marcom Manager, Global Advt.
Eli Friedman - Sr. Director Xbox Brand Advt.

AGENCY
twofifteenmccann *Lead Agency

Scott Duchon - Executive Creative Director
John Patroulis - Executive Creative Director


AKQA

Pierre Lipton - Group Creative Director


Wunderman

Chris Elliot - Executive Creative Director


Mother New York

Tom Webster - Partner, Creative Director


Universal McCann

Chris Portella, Associate Media Director


SUMMARY

Nearly a decade after the launch of Xbox, the brand had become an icon, and a must-have in core gaming circles. But a new trend threatened the brands future: the rise of the casual gamer. Attracted by the simplicity and novelty of motion gaming technology, people who had never so much as picked up a controller were flocking to console gaming, but not to Xbox. With the launch of Kinect for Xbox 360, Xbox succeeded in grabbing the attention and interest of these new gamers while also exceeding sales goals.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Print, OOH, Events, Packaging,Product placement, Partnerships

Audience: New Audience, Families

Objectives: Brand launch

Type: Business to Consumer

Classification: National

Language: English