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PR CASE STUDYMicrosoft’s Xbox One Launch
English for Academic & Professional Purposes | Anna Ortega Martínez
THE PROBLEM
Competition with Sony’s Playstation 4
Two controversial product policies of the console
— required internet connectivity — limited support for used, shared or traded games
THEIR RESEARCH
OBJETIVES
1
2
3
Make the Xbox One a cultural touchstone and the must-have games and entertainment device for holiday.
Show that the console has the best games franchises and the best gaming experiences.
Prove the global Xbox One all-in-one value proposition and vision.
TO WIN BACK CORE GAMERS
EXECUTION
TO FOCUS ON SHOWING, NOT TELLING
EXECUTION
Organised press showcase events
Designed a reviews program
Microsoft hosted a worldwide celebrations for fans (Xbox One Launch Festivities).
FINAL RESULTS