Unveiling the New Xbox

Case Study

Xbox wanted to use the massive E3 2013 expo in LA to build hype in Asia about the pending launch of the new Xbox One console, plus some blockbuster game titles.

The Idea
The Results

We treated 100 of the most influential media, bloggers and analysts from around Asia to a series of exclusive presentations, interviews, tours and entertainment that left them in no doubt the upcoming Xbox launches would be the biggest and best yet.

  • Xbox was mentioned in more than 200 media articles about E3
  • $5 million in earned media across Singapore, Taiwan, Hong Kong, India and Korea
  • Strong lead into product launches