Understanding Discord NSFW Servers A Guide for Responsible Users.pdf
XBox IMC Plan
1. XBox 360
Presented by Alessandra, Ryan, Beste, Danielle, and Dee
November 30, 2009
Wednesday, December 2, 2009
2. Early 2008
"Nobody's got a crystal ball, but we remain
cautiously optimistic" about the future, All the
signs we see point to continued strength for the
industry and for the Xbox."
David Dennis
Microsoft s corporate Xbox 360 Group PR manager
Wednesday, December 2, 2009
3. Early 2008
"Nobody's got a crystal ball, but we remain
cautiously optimistic" about the future, All the
signs we see point to continued strength for the
industry and for the Xbox."
David Dennis
Microsoft s corporate Xbox 360 Group PR manager
Wednesday, December 2, 2009
4. Early 2008
"Nobody's got a crystal ball, but we remain
cautiously optimistic" about the future, All the
signs we see point to continued strength for the
industry and for the Xbox."
David Dennis
Microsoft s corporate Xbox 360 Group PR manager
Wednesday, December 2, 2009
5. October 2009
Early 2008
"Nobody's got a crystal ball, but we remain
cautiously optimistic" about the future, All the
signs we see point to continued strength for the
industry and for the Xbox."
David Dennis
Microsoft s corporate Xbox 360 Group PR manager
Wednesday, December 2, 2009
6. October 2009
Early 2008
XBox 360 Playstation 3
10% y/y 69% y/y
"Nobody's got a crystal ball, but we remain
cautiously optimistic" about the future, All the
signs we see point to continued strength for the
industry and for the Xbox."
David Dennis
Microsoft s corporate Xbox 360 Group PR manager
Wednesday, December 2, 2009
7. October 2009
Early 2008
XBox 360 Playstation 3
10% y/y 69% y/y
"Nobody's got a crystal ball, but we remain
cautiously optimistic" about the future, All the
signs we see point to continued strength for the
industry and for the Xbox."
David Dennis
Microsoft s corporate Xbox 360 Group PR manager
Wednesday, December 2, 2009
8. October 2009
Early 2008
XBox 360 Playstation 3
10% y/y 69% y/y
"Nobody's got a crystal ball, but we remain
cautiously optimistic" about the future, All the
signs we see point to continued strength for the
industry and for the Xbox."
David Dennis
Microsoft s corporate Xbox 360 Group PR manager
Wednesday, December 2, 2009
9. Executive Summary
•Goal is to keep core audience
and increase sales, users, and
woman players
•Utilize non traditional creative
in an integrated marketing plan
•Garner national attention with
special focus in top 12 DMA s
Wednesday, December 2, 2009
10. Situation Analysis
• Industry has seen recent drops in
sales
• Microsoft is lowering game console
price and creating new revenue
opportunities with LIVE sponsorship
• Soon to come: Project Natal
• Current Advertising Efforts: Behind
the Fun with Jane Lynch
Wednesday, December 2, 2009
11. S.W.O.T
Strengths Threats
- Capabilities - Mobile gaming
- XBox Live - Foreign Perception
- Price - Network cost
- Games - Netflix & PS3
- Settings
Opportunities Weaknesses
- Sales - Size
- Women Gamers - Appearance
- User base - WiFi Connection
- Sky Player - Gender ratio &
- LIVE Commercial s target income
Wednesday, December 2, 2009
13. Gaming Industry
Industry XBox
•117 million active users in
U.S. •Gender
•Gender -Male 69% / Female 31%
-Male 55% / Female 45% •Age
•Age -86% between 18-44
-35% between 18-54 •Income
•Income -26% have income of
-50% have income of $50,000+
$75,000+
Wednesday, December 2, 2009
14. Market Insight
Gamers Players
Must have latest system as Buy gaming system every
soon as on market 10+/- years
Shops at midnight store drops Updates collection by
in order to have equipment or investing in new games and
game first add on equipment
Play Daily Play socially
Wednesday, December 2, 2009
15. Types of Gamers
Power gamers: 11% of the Social gamers: 13% of the Leisure gamers: 14% of
gamer market but account market enjoy gaming as a way the market, spend 58 hours/
for 30 cents of every dollar to interact with friends. month playing games but
spent on retail and online mainly on casual titles. They
games. prefer challenging titles and
show high interest in new
gaming services.
Dormant gamers: 26% of Incidental gamers: 12% of Occasional gamers: 24%
the market love gaming but the market lack motivation of the market play puzzle,
spend little time because of and play games mainly out of word, and board games
family, work or school. They boredom. However, they almost exclusively.
like to play with friends and spend more than 20 hours/
family and prefer complex month playing online games.
and challenging games.
Wednesday, December 2, 2009
16. Target Market
• Adults
• 18 - 49
• HHI: $50,000
• Family focused
• Ample leisure time
• Competitive
• Social
• Tech savvy
Wednesday, December 2, 2009
17. Objectives
• Increase the sales of console by
15%
• Increase Xbox Live users from
65% to 75%
• Decrease the percentage ratio
between male and female users
Wednesday, December 2, 2009
19. Our Message
• Will keep your core audience and
attract new customers
• Is not about the advertisement but
the experience
Wednesday, December 2, 2009
20. Media Mix
• Print
- Magazine - Multi page
- Newspaper - Sticky notes
• Broadcast
- TV - Commercials
- Radio
• Interactive
- Microsite
- Banner Ads
- Sponsored Sites
• Promotion
- Blue Tooth Ping Back
- Street Team
- Gamer Competition
- Press Releases
Wednesday, December 2, 2009
21. DMAs
New York San Francisco Dallas-Ft. Worth
Los Angeles Philadelphia Washington, DC
Chicago Boston Houston
Denver Seattle, Tacoma Detroit
Average Household
Total Households
Effective Buying
New York 7,555,955 San Francisco $74,338
Los Angeles 5,663,786 Washington, DC $69,688
Chicago 3,482,390 New York $62,688
Philadelphia 2,958,317 Boston $62,160
San Francisco 2,456,666 Chicago $61,079
Boston 2,409,029 Denver $60,170
Dallas-Ft. Worth 2,369,433 Dallas-Ft. Worth $59,200
Washington, D.C 2,288,908 Seattle - Tacoma $58,618
Atlanta 2,151,295 Detroit $57,943
Houston 1,972,706 Houston $57,615
Wednesday, December 2, 2009
22. Creative Strategy
• Utilize latest technology to peak
the interest of consumers and
create hands on experiences
• Leave the fantasy to the video
game, models and scenarios will
be both relatable and probable
Wednesday, December 2, 2009
24. Print
• Magazine
- Multi-page spread that uses models which
are most relevant to that publication.
- Augmented Reality
- Example publications: National magazine and
gamer industry related
• Newspaper
- Front of paper sticky note
- SnapTag
- Example publications: National publications &
spot newspapers
Wednesday, December 2, 2009
28. Broadcast
• Television
• 30 second spots that can be shortened to 15
seconds
- Primetime, Cable and Syndicated
- Example television: Friends, House, Vampire
Diaries, Community
• Radio
- Donut
- Local spot with main focus on promotional
events
Wednesday, December 2, 2009
29. Television
Music:
Weezer, Pork and Beans
Scenes (Rooms):
Games, XBox Live, Movies, Party
Styling:
Smooth walking transitions
Light to match scene
Characters are borderline hipster
but still average Joe
Wednesday, December 2, 2009
31. Interactive
• Banner Ads and Site Sponsorship
- XBox interactive take over with multi banner
and box ads communicating with each other
- Example websites: Yahoo.com, Youtube.com,
Gamespot.com, IGN.com
• Microsite
- URL: www.XBoxGameOn.com
- See upcoming slides for more information
• Xbox.com
- Special section added for access to
augmented reality interaction
Wednesday, December 2, 2009
32. Interactive
1. Scroll over image to start
sound
2. Character will start moving
around
3. Upper banner will drop
down and character will move
over
Wednesday, December 2, 2009
33. Promotions
• Bluetooth Pings
- Pingbacks
• Street Team
- Gaming stations in our selected 12 DMAs
• Xbox Gamer Challenge
- RV will travel across USA to hit 12 DMAs with
stops along the way
• Press Releases
- Press kits will be sent out to all major local
media outlets such as newspapers and radios
talking about gaming challenge, gaming
stations and Xbox happenings
Wednesday, December 2, 2009
34. Blue Tooth
•Interactive demonstrations
•Promotional giveaways
Wednesday, December 2, 2009
38. Schedule
2010 January February March April May June July August September October November December
Print
Television
Interactive
Promotions
Key
High
Medium
Low
Wednesday, December 2, 2009
39. Summary
A living entertainment
experience powered by
human energy
• Print • Interactive
• Broadcast • Promotions
Wednesday, December 2, 2009