Igniting a Console Race

Case Study

In the midst of one of the world’s biggest global gaming events – LA’s E3 2013– and the lights, beeps and buzzers of frenzied gaming action, we were charged with helping create hype in Asia around the forthcoming launch of the new Xbox One console system, along with a series of blockbuster game titles coming online just in time for Chrissy.

The Action
The Outcome

The games line up was spectacular, the console was sleek and we were stoked to be on the frontline igniting a new era of gaming and entertainment. Hosting a stellar line-up of 100 influential media, bloggers and analysts from Asia, we shared the love through exclusive presentations, tours of the Xbox Mega booth, behind-closed-door interviews and plenty of social stuff after dark.

There was plenty to talk about, and talk they did, with extensive E3-wrap-up coverage continuing well after the event across key news and gaming titles in major Xbox Asian markets including Singapore, Taiwan, Hong Kong, India and Korea. In total, we generated $5 million in earned media with 200 press articles promoting key messages.