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XBOX Brand Audit: Evolution and Strategy for a New Voice

Explore the evolution of XBOX brand identity and how to bridge the gap between past and present. Discover the strategic approach using Tony Stark's persona and viral video content to engage audiences on social media platforms.

latifah-riley
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XBOX Brand Audit: Evolution and Strategy for a New Voice

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  1. Brand Experience & Social Technology XBOX Brand Audit: Final Report Jain | Perez-Borges | Thornton | Villegas | Zuckerman

  2. XBOX IDENTITY HAS EVOLVED

  3. From big, mighty, gaming monster… Console (ca 2006) Identity

  4. …to lean, mean, gaming machine Identity* Console (ca 2010) * That is Bruce Lee - for those of you that don’t know

  5. BUT XBOX IMAGE HAS NOT

  6. CHALLENGE: HOW DO WE CLOSE THE GAP?

  7. From this:

  8. To this:

  9. Objective: provide Xbox with a new voice

  10. Brand Voice: Tony Stark • Born to wealthy industrialist (MSFT) • Ingenuity • Plays harder • Suave • Adventurer • …kind of a dick Tony Stark a.k.a. Ironman

  11. Strategy: Viral Video

  12. Leveraging Social Media Media Focus efforts on: YouTube | Facebook | Twitter Metrics 350 views 150 likes 75 forwards 20 (positive) comments

  13. Results above expectations 3,118 163 (1 dislike – Really?) 73 12

  14. …some cool stats

  15. …and some more

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