Microsoft Xbox "Lips" and "Fable II": Multi Channel Experiences Friday, March...

Xbox Fable 2, Lips & Gears of War 2Brainstorm to Delivery

Charles Duncan Jr.AKQA

6 Global Offices

Innovation Through Collaboration

Waterfall Bad for Innovation

IterativeGreat for Innovation

Areas of Collaboration

Fable 2

Marketing Channels

Console GameWebsiteOnline GameMobile GameXbox Arcade GamesOnline BannersFacebookTV

Multichannel Integration

Chicken Kickin Games

Lips

Silverlight 2 Web Experience

Collaboration Areas

Creative and Dev teams needed to understand rewards and limitations to using new technologyOptimizing video shoot for website playback

Gears of War 2

Community CollaborationFinding clues to unlock contentSubmitting content that would end up on the site

Unreal Engine 3Unprecedented access to contentWorking with game developer to use the engine

Various Parts of ecosystem needed to be brought together

URLs

Lips: www.xbox.com/lips Fable 2: www.fable2.xbox.comGears of War: http://gearsofwar.xbox.com/lastday/

Innovation Through Collaboration

Using new technologiesLeveraging multiple communication channelsCommunity Engagement

Thank You

Email: charles.duncan@akqa.comTwitter: sirchauncy