The design of the un-branded Man Cave experience attracted male gamers through its sleek design and the promise of fun games and cool content. The Man Cave enabled each Unilever brand to connect with their guys in their own authentic voice, while leveraging the total value obtained through the multi-brand approach.

Once in the Man Cave, gamers had the ability to click and enjoy branded content experiences from four Unilever brands. Guys could easily navigate from one branded experience to the other. Each experience was unique to the respective brand’s attributes and qualities, whether it was music, funny videos, adventure videos, arcade games or sports.

Media promotion drove gamers to individual brand destinations and the overall Man Cave channel. The Man Cave was actively promoted through Xbox Live promotional channels within the console through original programming content and Xbox social channels on Facebook and Twitter. Gamers were rewarded for their participation with our branded content by receiving free downloads, theme packs, gamer pics and Xbox Live points.

The multi-brand approach to Xbox Live helped drive 32% more views of Unilever’s branded content than what would have been viewed in the “traditional model.” Additionally, the combined presence of the Man Cave and the promotional and social drivers helped drive an incremental 57% more clicks to Unilever’s branded destinations within Xbox Live.

Over 94m impressions were delivered against this program, resulting in 60% increased media efficiency. Collectively, Unilever’s branded experiences garnered over 1.3m views. The program also delivered over 600,000 content downloads of theme packs and gamer pics, making it one of the most successful campaigns ever on Xbox Live.