Case Study

Porsche and Xbox LIVE Shift Brand Engagement into Overdrive

Marketing challenge

For the launch of its new Panamera sports car, Porsche wanted to use gaming as a way to connect with male, 25-54 hard-core motorsport enthusiasts and virtual Porsche drivers and fans. Capturing this target audience requires delivering relevant, engaging content in a way that resonates with these consumers.

Solution

To engage avid gaming enthusiasts, Porsches campaign offered Xbox LIVE members exclusive, free content including Porsche branded theme-packs, videos, gamer pics and even mobile tags (Microsoft-Tag) where users could get content for their mobile devices. Incorporating rich imagery and sound, the branded destination experience (BDE) encouraged users to learn more about Panamera and to visit the Porsche website where they could upload personal stories and pictures to be part of the Porsche Family Tree. For this unique program, Porsche also partnered with EAs Need for Speed franchise, inviting users to race custom cars against each other for a chance to win prizes and race head-to-head against legendary driver Hurley Haywood.

The campaign allowed us to connect our virtual drivers and our real drivers in an exciting environment where we can demonstrate the racing heritage of Porsche in a new and innovative way.

JOSHuA CHErFOLI , POrSCHE NOrTH AMErICA

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2010 Microsoft Corporation. All rights reserved.

Microsoft and Xbox LIVE are registered trademarks of Microsoft Corporation in the united States and/or other countries. The names of actual companies and products mentioned herein may be the trademarks of their respective owners.

research Methodology

Xbox LIVE worked with research company,

Interpret LLC, to recruit 800 active Xbox LIVE

gamers (25-54) through an online questionnaire.

Metrics were measured among 400 Xbox LIVE

users who were not exposed to the campaign

(Pre Group) and they were measured against

responses from 400 Post Group Xbox LIVE

members who had an opportunity to be

exposed to the campaign.

results

The campaign was a phenomenal success. With over 70,000 participants in the Need for Speed contest and a higher than average 6.14% CTr,2 Porsche was able to engage with fans and consumers like never before. An ad effectiveness study shows the campaign was also effective in encouraging users to take post ad actions:

75% of Xbox LIVE members who saw the ad took a post-ad action:

39% said they visited the Porsche website

21% said they sought information on the Porsche driving school

19% said they visited a Porsche dealership thats 205,500 potential new auto buyers3

Porsches integrative ad campaign was very successful in raising brand metrics:

Brand rating improved significantly: among those who saw the ad, the brands excellent rating grew by 22%.

Brand consideration and recommendation both rose significantly. Amongst the recall group, those who would definitely consider buying rose 48% and those who would definitely recommend the brand rose by 55%.

All brand attributes rose considerably. Those strongly agreeing with makes cars that are right for you and offers the first true sports cars for four, grew by 33% and 31% respectively.

An interactive campaign on Xbox LIVE proved to be the perfect

vehicle for this high-end automaker. It was a win across the board:

users loved what they saw as seamless integration with the Xbox LIVE

service and Porsches campaign performance drove results with their

target audience.

2CTr from Xbox LIVE Games Marketplace to BDE 3 Based on Interprets New Media Measure, 25-54 yr old Xbox LIVE members who play 1+ hours a week and actively use their Xbox 360.