Challenge

MICROSOFT WAS INTRODUCING ITS NEW XBOX 360, AND WAS LOOKING FOR A UNIQUE AND IMPACTFUL EXPERIENTIAL MARKETING PLATFORM WITH RELEVANT CONNECTIONS TO THE HIGHLY-COVETED TEENAGE DEMOGRAPHIC.

 

EXECUTION

ASA DEVELOPED A HYPER-TARGETED XBOX-BRANDED NATIONAL HIGH SCHOOL TOUR (THE XBOX 360 ANTI-GRAVITY TOUR) THAT FEATURED TOP X GAMES STARS PERFORMING ON HIGH SCHOOL CAMPUSES WHILE STUDENTS INTERACTED WITH THE NEW XBOX 360 GAMING CONSOLES. THE TOUR FEATURED 50 EVENTS IN XBOX’S TOP 10 METRO AREAS AND INCLUDED BOUNCE-BACK OFFERS AND RETAIL TIES IN EACH MARKET. A PARTNERSHIP WITH THE CAMPAIGN FOR TOBACCO FREE KIDS GAVE THE PROGRAM AN IMPORTANT CAUSE MESSAGE AND ALLOWED THE STUDENTS TO LEARN ABOUT THE PERILS OF SMOKING IN A PEER-DRIVEN MANNER. IN ADDITION TO INTERACTIVE XBOX DISPLAYS ON CAMPUS, BRANDED MERCHANDISE, GAME TRIALS, DEMO KITS, SKATE DECKS, AND XBOX AUTOGRAPH CARDS WERE PRESENTED TO STUDENTS AT EACH EVENT.

 

Results

• THE XBOX 360 CONSOLE WAS DEMONSTRATED TO MORE THAN 100,000 HIGH SCHOOL STUDENTS IN AN INTIMATE ONE-ON-ONE SETTING WITH ZERO CLUTTER IN A HIGHLY EFFICIENT MANNER VERSUS THE TEEN TARGET
• BOUNCE-BACK AUTOGRAPH CARDS WITH PRODUCT DISCOUNTS DROVE POST-EVENT RETAIL TRAFFIC AND SALES
• THE XBOX 360 ANTI-GRAVITY TOUR WAS FEATURED DURING A CBS BROADCAST OF ASA ENTERTAINMENT’S ACTION SPORTS WORLD TOUR
• THE UNIQUE NATURE OF THE TOUR AND ITS IMPORTANT CAUSE MESSAGE RECEIVED MEDIA COVERAGE IN EACH MARKET IN ADDITION TO $1.7 MILLION OF NATIONAL PR
• ASA ENTERTAINMENT WAS NOMINATED FOR A SAMMY AWARD FOR THEIR UNIQUE APPROACH TO MARKETING THE XBOX 360 BRAND, AND RECEIVED THIRD PLACE RECOGNITION FOR ONE OF THE BEST EXPERIENTIAL MARKETING CONCEPTS OF THE YEAR

 

Testimonials

“The Xbox 360 Anti-Gravity Tour proved to be a strong cause marketing initiative for us. ASA provided a great onsite experience that truly resonated with the teenage male and female audiences in a unique social environment.” – Bobbie Washatka, Xbox Group Marketing Manager

“This was the most professional, engaging, action-packed event we have ever had. The athletes were incredibly talented and the combination of the show and Xbox gaming made it memorable for our students. Your program is welcome at our school anytime!” – Jim Konugress, Principal; Twin Oaks High School, CA