Insight
Watched by millions worldwide, the Xbox One announcement event focussed on the new console’s broad entertainment capabilities and unique social functions. For a general audience, exciting things. But for dedicated gamers – those truly passionate about their pastime and crucial to the launch success of a videogame console – such ‘secondary’ features sparked only secondary interest.
Worse, many believed Xbox’s primary attention had turned elsewhere, away from games. In context, the share price of Microsoft’s main competitor, Sony (PlayStation 4), leapt 8% during the reveal. While a Forbes’ report of the event was headlined ‘Xbox One Fan Reaction Shows Microsoft Has A Lot Of Work To Do’.
IF YOU’RE A GAMER, THIS ONE’S FOR YOU
Without enthusiastic gamers – both consumer and client side – there’d be no Xbox platform. Unsurprisingly, Xbox One would also deliver an array of extraordinary gaming experiences. Problem was many gamers weren’t listening; first impressions count. UM had to communicate Xbox was still the home for gamers, driving engagement and excitement around key titles.
Strategy
If gamers felt neglected, Xbox would single them out for special attention. But it wouldn’t use tight media targeting. In fact – maximising appreciation – it would do quite the opposite! It would create something seen by millions, but only understood by dedicated gamers. Crucially, it found gamers only truly respect other gamers, not corporate messaging. Furthermore, they crave peer group recognition online. So this would give them a positive reason to engage and talk with each other about the games on Xbox One.
NEVER UNDERESTIMATE THE INGENUITY OF GAMERS
By definition, gamers love a challenge. Intrigue excites them. Deciphering intrigue excites them even more. To reconnect with gamers, UM would pique their curiosity and test the ingenuity of the gaming community.
PAY ATTENTION…
TV drives online discussion. Noteworthy events on-air are dissected across social media. And viewers now have the digital technology to review broadcast content in great detail. DVRs enable immediate frame by frame replays. While video capture software ensures content is easily transferred to the web for deeper analysis. Technically literate and incredibly vocal online, gamers lead this modern phenomenon. For example, relative to other genres, gamer appeal shows like ‘Doctor Who’ and ‘Marvel’s Agents of Shield’ generate significant discussion.
…ATTENTION PAYS:
There are 25 frames in a TV second. In that space, you can ‘hide’ an incredible amount of information. And that’s what Xbox did. UM created an intriguing promotion, sending Xbox fans on a unique online treasure hunt, with rewards awaiting the brightest and most dedicated.
Execution
‘GLITCH’
The agency placed a surprising 1 second ‘glitch’ within the Xbox One launch TV spot. For most people, it would seem a simple technical error. For innately curious dedicated gamers, they’d discover there was much more to the Glitch than met the eye…
LIVING ON-AIR, BUT ONLY BROUGHT TO LIFE ONLINE
The Glitch contained 7 codes or cyphers. Cracked, people were directed to unbranded web destinations where more puzzles awaited. There were 4 fiendishly complicated online routes, requiring (amongst other things) knowledge of steganography, binary code, advanced encryption, and image / sound manipulation. Each journey was built around a different Xbox game, with compelling and relevant rewards up for grabs for those who made it to the end.
DID YOU SEE IT?
Check out the ad here: https://www.youtube.com/watch?v=AKwskqLIVI0
Notably – while ‘live’ – Xbox would not acknowledge the glitch in any way. Ensuring integrity, the attention/engagement of gamers was entirely organic. Even the main winner, who was contacted and transported to a mystery location for one final challenge, was kept in the dark until they claimed their prize.
Everything was captured and explained using an online PR reveal film, released after the promo had closed.
A digitally integrated twist on traditional broadcast TV, Xbox created the first TV spot that couldn’t actually be consumed on TV! It was the longest/shortest ad ever. On-air, blink and you miss it. Online, spend hours pulling it apart.
Results
With no additional media cost, glitch organically sparked widespread Xbox One discussion:
Gamers uploaded the glitch online and were dissecting each frame within 1 minute of the main TV kick-off spot. Within 24 hours, the mystery was being covered by leading gaming websites, with just one article on IGN.com attracting an incredible 1,410 comments. In all, 383 sites / blogs reported the activity. Totally unprompted, the PR reveal film attracted 349,748 views – 444% vs. target.
In total, 14,500 individuals attempted to crack the bewildering Glitch, claiming 196 rewards.
To date, the initiative has generated over 21 million impacts, with less than 0.5% deemed negative in sentiment. In earned media alone, glitch has repaid total activation costs 5.6 times.
So successful, the glitch concept is being rolled out for future Xbox campaigns. The digital twist on traditional TV is becoming a defining Xbox brand behaviour. In future, gamers will be watching closely!