Xbox Design Lab Originals: The Fanchise Model
Xbox，是由美國微軟公司開發(fā)并于2001年發(fā)售的一款家用電視游戲機(jī)。去年 4 月，Xbox 創(chuàng)建了 Fanchise 模型，該模型讓用戶認(rèn)領(lǐng)其控制器設(shè)計的所有權(quán)，并將其推廣至全球，并從中獲得部分利潤。購買設(shè)計的人越多，獲得的收入則越多。結(jié)果，消費(fèi)者“反客為主”成為了創(chuàng)業(yè)者。
游戲玩家爭先恐后地發(fā)掘市場中的空擋，并謀劃那些最受歡迎的設(shè)計。借著認(rèn)領(lǐng)一些基于運(yùn)動隊、電影和時事的有望成為暢銷品的設(shè)計，部分玩家成為了最高收入者，而另一些玩家則用它來籌集資金，用于癌癥普及、促進(jìn)性別平等以及其他有意義的活動。玩家們向用戶提供定制資產(chǎn)，在社媒推廣設(shè)計，鼓勵朋友和粉絲購買控制器；而為了幫助他們銷售更多，Xbox 還為玩家提供了定制的營銷活動，包括新聞、電視、社交、名人代言以及店內(nèi)促銷。這一活動通過給玩家一部分利潤的方式，使得每個人都可獲益。
項(xiàng)目信息
品牌/廣告主
Microsoft 微軟
營銷機(jī)構(gòu)
Creative Agency 創(chuàng)意代理商
McCann 倫敦
參與者
獎項(xiàng)榮譽(yù)
2019
Cannes Lions
Creative Effectiveness | Social Behaviour & Cultural Insight
Bronze
2019
Cannes Lions
Creative Effectiveness
Gold
2018
Cannes Lions
Creative eCommerce | Media / Entertainment
Grand Prix
2018
Cannes Lions
Brand Experience & Activation | Retail Promotions & Competitions
Gold
2018
Cannes Lions
Brand Experience & Activation | Launch / Re-launch
Silver
2018
Cannes Lions
Brand Experience & Activation | Retail
Bronze
2018
Cannes Lions
Creative eCommerce | Retail & Customer Promotions
Silver
2018
Cannes Lions
Direct | Co-creation & User Generated Content
Gold
2018
Cannes Lions
Media | Use of Digital Platforms
Gold
2018
D&AD Awards
Direct | Direct Product & Service
Wood Pencil
2018
D&AD Awards
Direct | Direct Integrated Campaigns
Graphite Pencil
2018
CLIO Awards
Branded Content | Digital/Mobile
Gold
2018
CLIO Awards
Public Relations | Brand Development
Silver
2018
CLIO Awards
Direct | Social Media
Silver
2018
CLIO Awards
Direct | Digital/Mobile
Silver
2018
The One Show
Social Media | Social Engagement | Community Building
Silver Pencil
2018
The One Show
Public Relations | Community Building
Silver Pencil
2018
The One Show
Branded Entertainment | User-Generated Content
Silver Pencil
2018
The One Show
Intellectual Property | Integrated Digital & Physical Product
Gold Pencil
2018
The One Show
Cross-Platform | Integrated Branding
Gold Pencil
2018
The One Show
Print & Outdoor | User-Generated Campaign
Gold Pencil
2018
ADC Awards
Integrated | Integrated | Campaign
Silver Cube
2018
The Webby Awards
Advertising & Media | Viral Marketing
People’s Voice Winner
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