I have worked on Xbox Australia's digital and social account for 6 years as a copywriter, creative and social content manager.
XBOX ONE PASS
Contribution: Concepting, Copywriting, Social Content Development, Art Direction.
The Xbox One Pass is digital platform for consumer engagement and research.
Built for EB Games Expo 2013, it uses RFID-enabled cards and scanning stations to track expo attendees' actions around the Xbox booth . Users could register their cards before, during and after the expo, linking it to their Xbox Live user accounts for a chance to win prizes through scanning.
The campaign was launched entirely through digital channels - social, eDMs and the console dash.
The data generated allowed for highly-targeted eDMs after the event, featuring direct paths to pre-order.
Xbox won the 'Best Booth' award that year.
In 2014 The Wishlist was added. Users scanned and ranked their top 5 games from the Xbox booth and 3rd-party partners for the chance to win some or all of their list. It also revealed the user's 'Gamer Profile', based on six gaming archetypes, on the Xbox dash after the event.
The data gathered offered Xbox and partners insight into the audience and revealed which titles to focus their marketing budget on for 2015.
Additionally, it gave a picture of crowd movement through the expo over time, allowing for booth layouts to be improved.
CRACK THE CODE
Contribution: Concepting, Copywriting, Puzzle Development, Social Content Development.
Crack The Code is an online puzzle-based competition held by Xbox Australia, centered around solving a 16-character code for a large prize.
Run over the course of a month, the audience was given clues through riddles posted on Xbox social channels. Clues were also given to Youtube influencers and partner sites to share with their audiences, significantly increasing the reach of the campaign. Extra clues could be earned through interacting with the Xbox console dash.
Players entered their code guesses on a custom Facebook tab, with a built-in delay between guesses to prevent a brute force solution.
The grand prize for Crack The Code 1 was all the Triple-A games released in 2012. Crack The Code 2's grand prize was a timed shopping spree at EB Games, which created further content to share through social media and follow-up eDMs.
XBOX FANFEST
Contribution: Copywriting, Social Content Development, Video Direction, Live Content Capture.
Xbox Fanfest 2016 was a three-day series of events celebrating Xbox fans and promoting the release of Forza Horizon 3, Dead Rising 4 and Gears of War 4.
The first of its kind in Australia, it featured a visit to Eastern Creek Raceway for drifting and a drag race, a Q&A session at Bondi Icebergs, early access to EB Expo, and a visit from the head of Xbox, Phil Spencer.
The event was hyped through social channels, driving people to visit the Microsoft Flagship Store in Pitt St Mall at a certain time to score tickets. The event was covered on Snapchat and Instagram, bringing live updates to fans who couldn't attend.
XBOX INSIDERS
Contribution: Concepting, Copywriting, Social Content Development, Candidate Research & Vetting, Strategy, Video Direction.
Xbox Insiders is a program created to discover and support influencers who are passionate about Xbox, in return for access to events and opportunities. The Insiders allow Xbox Australia to talk to gamers on their level, rather than as a brand communicating with customers.
Established in 2012, the Insiders are sourced through Xbox social media channels, with an open call-out inviting people to submit videos that showcase their presenting style and gaming knowledge. Successful applicants have ranged from established streamers to enthusiastic novices. They've attended game shows like Gamescom, E3, and EB Expo, with a focus on reporting on the latest titles and hardware developments.
Xbox Australia utilises the Insiders' social channels to expand their own reach, while giving the Insiders visibility to help grow their own careers. Previous Insiders have gone on to host Disney XD shows and work for IGN