Xbox 360 has achieved a record number of downloads to mobile handsets (1.9m) in it’s first ever foray into Bluetooth marketing.
A digital out-of-home initiative, delivered by media communications agency, UM, saw the record-breaking Xbox campaign feature an application designed and distributed through mobile proximity marketing specialist Bluepod Media.
The application featured 5 games including Gears of War 2, Fable 2, Banjo Kazooie, Scene it? and Lips. UM distributed the application through Bluepod Media’s permanent destination networks including cinemas, bars, shopping centres and Power League five-a-side football centres.
It reached over 360 separate locations in a 9 week period over the critical pre-Christmas trading period.
Between November 08 and January this year the Xbox branded application delivered over 1.9m unique file downloads. The hugely successful campaign has meant Xbox became the first ever advertiser to reach over 1 million downloads in the run up to Christmas ‘08.
Recipients were offered the content for free after opting in to a menu tailored and provided specific to each destination using their phones Bluetooth function. On receipt of the application the consumer could then choose to view from each game a trailer, receive wallpaper imagery or insert a calendar reminder onto their handset.
John Scorah, managing director of Bluepod Media, said, "These numbers are quite unprecedented for almost any kind of mobile activity and the acceptance levels were much greater than our averages.
"This highlights the value of providing more appealing content of this nature and we worked very closely with UM’s forward-thinking team at every stage to deliver the right content for the consumer. We are delighted that Xbox were the advertiser to exploit the enormous potential of this mobile format to the full.”
Xbox spokesperson Luke Gregory said, “We were staggered by the results that this campaign delivered. UM did a really fantastic job in developing the opportunity that aligned so well with our strategy and Bluepod’s execution was stellar, delivering a wide range of appealing Xbox 360 content to a broad audience.”
Stephen McGill, head of gaming and entertainment at Microsoft, added, “Microsoft is thrilled with the hugely impressive results that this campaign delivered. UM developed a great, on-brand strategy in conjunction with Blupod and it was a flawless execution that pushed an incredible amount of Xbox 360 content out to a huge consumer audience”
Djordje Gvozdenovic, UM Digital Account Executive, observed “Using Bluetooth presented UM with a great opportunity to help engage our target audience on a mass scale, providing the user with an array of compelling content available through Xbox, and on a more personal, one-to-one level that mobile advertising affords.
"Bluepod were instrumental in delivering a branded out-of-home experience which was perfectly aligned with our goals, without crossing the fine line into intrusiveness. Xbox is a great brand to work on and this is an impressive launch pad for our mobile strategy with this client.”
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