Fan engagement across 28 markets.

VML are the agency partner of the Xbox EMEA team, and work within Global Team Microsoft to deliver digital solutions for Microsoft. For the past 8 years, we have provided a fully integrated service over several key channels, including CRM, online, digital advertising and video content. Whether we’re talking to long-term fans or new players, VML’s task is to help Xbox communicate to fans on an on-going basis, making sure that the right message is delivered at the right time. 

Case study

A fully integrated service.

VML support Xbox across 28 EMEA markets, providing comms that are leveraged and distributed globally. In 2016, we are the lead strategic and creative agency that works with Microsoft Xbox to achieve customer migration from the old generation to the Xbox One. We plan and measure this with a 12-month strategic and creative road map that outlines key tactics, programs and messaging. 

Challenge

With millions of fans comes an incredible amount of data. For Xbox, this means a wealth of rich information about spending habits, game play, social interaction and lifetime legacy that needs to be utilised in a relevant way. 

Idea

We offer Xbox a retained based service approach, guaranteeing access to a dedicated team of professionals including creative, campaign management and account handling. And as part of our core remit within CRM, we provide in-depth data analysis and reporting, full production and deployment, as well as channel planning. 

Result

Last year in supporting Microsoft EMEA Xbox, VML delivered 115 CRM campaigns that resulted in 135 million cumulative impressions. This led to the engagement of 35 million prospects thanks to an average click through rate of 9.7%.   

Case study

The fine art of fan engagement.

With Xbox One having been released a couple of months prior, the client wanted to show fans of the Xbox 360 that their constant support and loyalty was valued. To do this, they wanted to boost fan confidence, and reassure them that they made the right decision in being an Xbox customer. 

Challenge

Create an integrated CRM campaign with the aim of providing high customer engagement and drive positive brand sentiment. 

Idea

The campaign entailed the commissioning of seven pieces of original art created by select Xbox-loving influencers. Seeding their creation via Instagram, we then gave fans the opportunity to win the only printed copy of each work, while each image was made available to download for free in a variety of digital formats. 

Result

#XboxArt produced the most positive brand sentiment seen to date, measuring in at a sentiment score increase of 15 compared to the monthly EMEA average of 1. With 180,900 visits to the microsite in two weeks resulting in over 10,000 competition entries, the #XboxArt campaign reached 9.3 million fans across 52 countries.