Xbox: Xbox Design Lab Originals: The Fanchise Model

Xbox, Microsoft’s gaming brand, transformed its consumers into entrepreneurs in a campaign that allowed gamers to design and sell their own Xbox game consoles.

The story behind the campaign

Challenge

Back in 2016, Xbox launched Xbox Design Lab, a website where gamers could customise and buy controllers, but at a higher price than standard controllers. In 2017, the challenge to the agency was threefold:

  1. Help generate awareness of the Xbox Design Lab service.
  2. Increase engagement by inspiring gamers to create more designs.
  3. Create a sales uplift for Xbox Design Lab controllers.

Chief Creative Officer at McCann London, Laurence Thomson, says: “To be a cut above the rest, Xbox needed that breakthrough marketing idea. A concept that would give Xbox Design Lab the kudos...

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