Are you ready to TAKE ON the ULTIMATE test ?


For this project we were asked to analyze any integrated marketing campaign.

We decided to take a closer look at the well-known brand XBOX, and more specifically their recent 2015 Survival Billboard Campaign, which was developed in anticipation for the latest release of Rise of the Tomb Raider.

Source: http://www.adweek.com/adfreak/8-people-are-being-abused-next-24-hours-survival-billboard-london-168092
Source: http://www.adweek.com/adfreak/8-people-are-being-abused-next-24-hours-survival-billboard-london-168092

 

Xbox had to do something to STAND OUT, and so decided to attempt something NEW- something that has NEVER BEEN DONE before; to transform a billboard into an entertainment channel.

 The GAME :


Installed as part poster, part interactive reality show, eight gamers stood on the Survival billboard and faced harsh weather controlled by the public. The winner, Adam, remained on the billboard for

20 hours, 45 minutes.

Source: http://www.mccannlondon.co.uk/#!/case_study/xbox-survival-billbaord

The VICTIMS:


contest
Source : http://creativepool.com/magazine/news/tomb-raider-fans-left-to-dangle-from-a-billboard-by-mccann.6882

8 contestants were selected from 1000’s of applicants to take part in the 24 hour challenge. Print adverts and posters were scattered around London, grabbing the public’s attention and encouraging online applications. Click here, to see what the contestants had to say.

print
Source : http://www.dandad.org/awards/professional/2016/writing-for-design/24907/survival-billboard-terms-and-horrible-horrible-conditions/

The CONDITIONS:


To stand on a small platform projecting from a billboard whilst enduring harsh weather conditions that the game’s protagonist, Lara Croft faces in the new title, for as long as possible… 

weather
Source : http://jacobjim.com/sb.html

These included:

The conditions were created by a simulator and voted for by the public via the on-line live stream.

 

 

                                                                                       

The RESPONSE:


Like none other. Viewers gave up sleep to watch the billboard, supporting and speculating about the people on it. A big hit with the public and awards juries alike; the campaign picked up an Andy, 9 Creative Circle, 6 One Show, 2 Webby awards and 18 Cannes Lions awards.

In 24 hours the live stream had over

 3,500,000 views and  3,200 comments.

The campaign successfully combined print, online, social media, outdoor digital displays and live interactive streams to:

ENTICE, ENTHRALL and ENRAPTURE

people all over the world.   The success of the Xbox Survival Billboard integrated marketing campaign was nothing short of SPECTACULAR

Soure: https://www.youtube.com/watch?v=dMTDfKcTeJUhttps://www.youtube.com/watch?v=dMTDfKcTeJU
Soure: https://www.youtube.com/watch?v=dMTDfKcTeJUhttps://www.youtube.com/watch?v=dMTDfKcTeJU
display
Source : http://www.oceanoutdoor.com/ocean-news/news/tomb-raider-fans-fight-the-elements-in-live-xbox-game/

 

website
Source : https://www.youtube.com/watch?v=dMTDfKcTeJUhttps://www.youtube.com/watch?v=dMTDfKcTeJU

The BRAND :


Xbox first stepped into the tech scene in 2001, as a video gaming brand, owned by Microsoft. Since then, it has re-established itself as a connective platform for gaming, video streaming and taking part in a virtual marketplace. However, it’s been a long and extremely competitive road to get to where it stands now as a brand.

The original Xbox launched in 2001, out-playing its rivals by being the first gaming console to have a built-in hard disk. In 2002, the Xbox stepped up the game by designing a system for online gaming. Since new systems and games have been released annually –  allowing for a strong competitive advantage.

 

dscf2431
Photographed by R.Booyens


Created by R.Booyens

Marketing 244
Created by R. Booyens

 

 

Do YOU have what it takes ?xbox_2005_logo

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