![]() The convenience for us was that there are other football games for Xbox but FIFA is the prominent one. We thought you could use that to start talking about football. The first port of call is to ask ‘ok, well, what do we have’? So we looked internally and that’s how we hit upon these assets that were ostensibly being under-utilised, the controller symbols on the Xbox controller, the XYAB. “It’s knowing that if we don’t have certain assets to play with – the pack shot, the footage of FIFA etc. So how did the team get from the tightest brief ever to Football Decoded? “Like a lot of ideas, it develops organically,” explains Sanjiv. In turn, as FIFA is the dominant soccer video game series, gamers would also make the connection with FIFA 18 despite the absence of any logos or mentions of the game itself. What makes it particularly smart is that Xbox’s controller buttons are very different from their big rivals, so gamers would immediately link the combo lists to Xbox. This went out on social media, print ads, during a tie-in with Talk Sport radio and even on the digital sidings surrounding the Real Madrid pitch during the Real Madrid vs. ![]() They associated Xbox not simply with FIFA, but with football itself.įootball Decoded saw Xbox team up with pre-existing partners Real Madrid and a pro gamer to translate the real life moves on the pitch onto the corresponding Xbox controller buttons for FIFA 18. The Xbox team proposed some sort of cheeky online film that might be able to reach fans and skirt around the rules – but the idea that emerged turned out to be so much bigger, broader and sustainable. So, the initial brief to the agency was to come up with an online film idea to market a game we were effectively forbidden from marketing.”Īnd so Jamie Mietz and Sanjiv Mistry, EMEA creative directors at McCann London, found themselves faced with what Jamie describes as ‘one of the hardest briefs we’ve ever had’. “We couldn’t even show our own game pack. “As a direct result of the marketing exclusivity deal, our competitor had total freedom to advertise the game any way they wanted, while we at Xbox had pretty much the opposite – a 100% restriction on marketing the game across all media,” explains Michael Flatt, Global Integrated Marketing at Xbox. Sure, Xbox could sell FIFA 18… but they couldn’t tell gamers that they could. Their client Xbox was gearing up for the launch of the world’s biggest football game, FIFA 18, but they’d lost out on the marketing rights to PlayStation. That’s the situation Xbox and their agency McCann London found themselves in last year. They’re splashing hashtags and logos and pack shots all over the place. All.Īnd your client’s biggest rival? They’ve got the exclusive marketing rights for this amazing product sewn up. But… you’re not allowed to mention the product. ![]() You’ve got a great product to promote on your client’s platform.
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