The NFL/Play 60 sponsorship allowed Xbox to scale its marketing communications and reach its target audience with a truly multi-channel approach. Through the sponsorship, Xbox impacted tens of millions of viewers via co-branded commercials while also conducting Play 60 clinics in local communities across the country to reach kids and families on the individual level.

To further reinforce the association between Kinect for Xbox 360 and active play, Xbox worked with the NFL to create campaigns throughout the season that challenged kids and schools to commit to getting active 60 minutes a day – all with the help of Kinect.

So far, more than half a million kids and parents have pledged a total of 32 million minutes of daily activity on the field and in the home via Kinect.

Overall, the campaign resulted in more than 602 million impressions, including nearly 256 million TV impressions. Digital and social media channels contributed an additional 8.34 million impressions. Onsite, nearly 20,000 people played Kinect at Play 60 clinics and other NFL events in 2012. Ultimately, Xbox’s sponsorship of the NFL and Play 60 created nearly $36 million in marketing value in 2012, resulting in a ROI of 3.68:1.