Xbox 360 - Thank you for playing

Mark Brown, Stephen Hess and David Howlett

Easter Eggs' are the hidden elements in games which act as a kind of currency. This case study explains how they were introduced to the Xbox 360's fully-participatory television advertising and how planning played a guiding hand in brand strategy, channel strategy, creative development, execution and evaluation.

Xbox 360 – Thank you for playing

Planned by: Mark Brown, Stephen Hess, David HowlettAgency: Weapon7

SUMMARY

Before you've even begun reading this, your expectations will have been raised. Not because of the paper itself or the reputation of the agency involved, but because it's Xbox. And with Xbox, you have to do something special. This is how, with good planning, we did.

'Easter Egg' for Xbox 360 is a great example of how planning not only informed an idea, but made it work (Easter Eggs are the hidden elements in games which act as a kind...

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