Campaign details
Brand: XboxAdvertiser: MicrosoftAgency: McCann London
"Take care of the fans and they will sure as hell take care of you".
Elvis Presley
Context
The USA is a prize market for the gaming industry – accounting for nearly 25% of all money spent in the category1, and home to Microsoft and Xbox. Xbox was first launched in 2001 – making it the newest entrant to the category, competing with household names PlayStation and Nintendo.
The console gaming market is a highly competitive one, described in terms of generations. We are currently in...