The overall objective was to build interest and create buying intention. As the XBOX games themselves – and their unique performance - are driving the sales of the XBOX console, it was of vital importance to demonstrate the features of the games. The digital XBOX TV-channel did exactly that!

Furthermore it was of key importance to feature the product in an environment that was as close as possible to the gaming experience itself. This goal was also obtained. A digital XBOX universe was created consisting of a TV station (XBOX TV), a digital TV domain with information on the XBOX, various accessories and games. The TV-channel itself broadcasted XBOX game trailers.The domain and the XBOX TV channel ran for 4 weeks - every day between 3pm and 11pm. The digital domain was active 24 hours, 7 days a week.Viewers to the XBOX TV channel were recruited in several ways:- at the digital platform the XBOX TV Channel appeared similar to other TV channels on the general overview/menu- pop-ups in TV-commercials- banners on the digital portal and through the loading screen that appears when the user switch on to the digital platformMicrosoft’s expenses to the contents of the XBOX TV-channel were minimal. Existing trailers from the games could be used directly on the XBOX TV-channel, because both media uses a digital signal.For further information and a demonstration please see the enclosed CD-ROM. Development of a digital XBOX TV-channel as an integrated part of the launch of the Microsoft XBOX game console in Denmark. For the first time ever has an advertiser created his own TV-Channel featuring the launch of only one product: The Microsoft XBOX.

The product, the media and the target group was a perfect match.

“The media was the message”!

The exposure situation on the XBOX TV-channel was comparable to a real life trial and demonstration of the product. It gave hands-on experience of the XBOX universe – at home, at any timeThe digital TV-universe is characterized by a high income, more children than average and interest in new technology.The product, the media and the target group was a perfect match. “The media was the message”!

Microsoft obtained a first mover media effect. The PR-value alone exeeded all costs related to the digital XBOX TV-channel universe. 19 % of all 12+ in the digital universe were exposed to the digital XBOX TV-channel. The cost pr. contact was 60% of the cost pr. click. for a conventional web-campaignThe media idea has been selected to best practice in Microsoft and is expected to serve as a role model for other markets.

Development of a digital XBOX TV-channel as an integrated part of the launch of the Microsoft XBOX game console in Denmark.