Case study – Xbox One advertising campaign

At the end of 2014, a unique YouTube advertising campaign has been launched in Hungary. Microsoft along with the regional video game and console distributor called 576 KByte aimed to promote the Xbox One and some of the new video game titles such as FIFA 2015 or Forza Horizon 2. The unique aspect of this campaign was that for the complete creation of the spots, famous Hungarian YouTubers and gamers were responsible, who were given full trust and support of the brands. Such campaign has never been done in Hungary before and it stands as an example to follow in the region as well.

Goals

1. Build brand awareness through the usage of social media benefits
2. The creations and promotion of 576 KByte’s channel
3. Drive sales for the consoles and video games

Approach

The campaign lasted 5 weeks, in order to gain advantage of the growing purchase interest typical for the end of the year. Each week, one spot was launched on YouTube in the form of preroll advertisement and the videos were also published on the channel of 576 KByte. Moreover, Star Network launched remarketing ads too, which were targeted at viewers who already saw the previous ads but they did not perform the desired actions.

The unique aspect of this campaign was that for the complete creation of the spots, three famous Hungarian YouTubers and gamers were responsible:

• Viktor Gergely: Pingvinharcos csatorna – https://www.youtube.com/user/pingvinharcos
• Imre Kiss: GameDay Iroda – https://www.youtube.com/user/GameDayIroda
• Gergely Szirmai: Hollywood News Agency (továbbá GameDay Iroda) – https://www.youtube.com/user/HollywoodNewsAgency

Results

During the preroll campaign, we managed to achieve outstanding results in the community of gamers, which is huge success since they are considered to be the most rejecting towards YouTube ads. The achieved results are summarized in the infographic to the right!