McCann London - XBOX - The Fanchise Model

Xbox Design Lab sells customised controllers, but at a high price point. So to take cost out of the equation, and increase sales, Xbox asked gamers to claim ownership of their controller designs. The more people buy a design, the more it earns. It changed behaviour, turning gamers into entrepreneurs. Sports teams, flags, current events, causes – all inspired designs. Gamers promoted their designs on social channels, and Xbox amplified them in-store, online and in ATL media leading to a 350% sales lift.

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McCann London

We exist to help brands play a meaningful role in people’s lives. To help our clients create meaningful connections with their customers we relentlessly pursue the truth, secure in our knowledge that when the Truth is Well Told, it possesses the unique vitality to change behaviour and move the market.