Julia Lehepuu, Xbox Integrated Marketing Lead for Australia and New Zealand, explores how Microsoft shifted its strategy to stay connected with its fans at a time when experiences were not possible at this year's Mumbrella Sports and Entertainment Marketing Summit.

1. XBOX
XBOX AUSTRALIA
JULIA LEHEPUU
HOW TO ENGAGE AMID UNCERTAINTY USING THE POWER OF VIDEO GAMES

2. ACKNOWLEDGEMENT OF COUNTRY
We acknowledge the Gadigal, the traditional custodians of this land.
We pay our respects to elders' past, present and emerging and acknowledge their spiritual connection to the land.

5. TIMELINE
2001: XBOX // THE ROCK & BILL GATES
2005: XBOX 360 // MOJAVE DESERT
2020: XBOX SERIES X/S // GREENSTOWN
2013: XBOX ONE // TIMES SQUARE
2000: SYDNEY HOSTS THE OLYMPICS 2004: FACEBOOK FORMS 2007: FIRST IPHONE RELEASES 2015: THE FORCE AWAKENS RELEASES

7. WHAT IS THE PAYOFF
FOR FANS?
DELIVER THE UNEXPECTED
BRING JOY, DO GOOD

9. The extra care and thought that went into making the show as inclusive and accessible to all viewers as possible paid off. The show was well-received by our audience.
VIRTUALLY INCLUSIVE

10. WHAT IS THE PAYOFF
FOR FANS?
COLLABORATE
WITH PARTNERS
SURPRISE AND
DELIGHT WITH
CODE GIVEAWAYS
DELIVER THE UNEXPECTED
BRING JOY, DO GOOD
LEVERAGE
TALENT THAT
FANS LOVE
REAL, ON THE
GROUND
EXPERIENCES
WORLD FIRST
GAMEPLAY
INCLUDE THE
COMMUNITY
USE SOCIAL TO
BUILD EXCITEMENT

12. GREENSTOWN CHANGED HOW WE DO THINGS
REINVENTING GAME LAUNCH MOMENTS

13. AGE OF EMPIRES IV: ULTIMATE CAGE KNIGHT

15. TOTAL WAR: WARHAMMER III x BATTLESNAKE

16. GLOBAL & LOCAL
EMERGING PARTNERSHIPS

17. GLOBAL BRAND PARTNERS

19. 176M+ IMPRESSIONS 21 ARTICLES 5 KITS SENT TO MEDIA 3,016 ENTRIES
JULY x FLIGHT SIMULATOR

20. “WE ATTRIBUTED THE MASSIVE SUCCESS OF THE CAMPAIGN TO HOW WELL THE TWO BRANDS INTEGRATED THEIR MESSAGING AND
BRANDING THROUGH ALL TOUCHPOINTS”
ALICE JOHNSON, BRAND MANAGER
ARNOTT’S SHAPES x XBOX

21. 276k IMPRESSIONS DOING SOCIAL GOOD 160 SCHOOLS 3 CUSTOM NAIDOC ART CONSOLES
INDIGITAL x MINECRAFT EDU

22. Integration is a Winning Formula
Find a balance between local and global Talent &
Influencers
Always be inclusive - When Everyone Plays, We All Win
Don’t just do what Global does!

23. Deliver the unexpected, Take Risks, Keep Learning
Use your Brand for good
Be Flexible. Always have a contingency
Include your community!

25. Q&A