How do you launch a product to an audience already using it? This was our challenge with the release of PLAYERUNKNOWN’S BATTLEGROUNDS (PUBG) on Xbox One.
We knew our biggest asset were our super fans – and if we armed them with the right story they would tell it for us.
We decided to excite our audience by creating The Greaseproof Controller – a limited edition Xbox controller coated in a trademarked paint that literally repelled grease, leaning into the fan-favourite, iconic message that appears when you win a match in game.
We commissioned 250 of these unique creations, adopting our proprietary approach to audience segmentation, the Minorstream TM to deliver results that exceeded expectations.
Our campaign helped drive a 33% increase in sales of PUBG the week of our campaign, and a 26% increase in Xbox Controllers the week after.