Xbox is the Official Game Console of the NFL which, after two years of promotion, is no longer breaking news to fans and gamers. Microsoft needed a fresh video campaign to keep NFL fans and gamers plugged into the console, the league and with one another via Xbox Live.
Let’s face it. NFL players are incredibly good at being professional athletes. But what about playing video games and connecting with fans on Xbox? Total rookies. We brought this insight to life, showcasing why some players are having a tough time relating to fans, even through Xbox Live is the fastest and most reliable gaming community. From there we added some out-of-character humor delivered by some of the league’s biggest stars, a few cameos and a clear value prop.
The numbers below (which exclude broadcast) represent a broad national reach across a variety of media types. The stories built upon each other as part of a cohesive brand narrative. With almost two billion impressions (many organic from social and PR), millions of on-line video views and 500,000 engagements, the campaign significantly exceeded impact and reach targets. Early results were so strong, Microsoft increased its media spend well above plan.
2016 People Skills Campaign (Digital PR, Digital, Social, TV(PR), NFL Controlled Media)