YOUR INDEPENDENCE, TAKE IT BACK
MARKET EXPANSION PROMOTIONAL CAMPAIGN XBOX 360® S WITH KINECT™ SENSOR
DEREK MATTHEWS
TABLE OF CONTENTS INSPIRATION 8
THE PROBLEM & RESEARCH
RESEARCH 9 TARGET AUDIENCE 10 CLIENT BRIEF 10 STRATEGIES 11
4
PRINT ADS 16, 18
THE SOLUTION
RADIO ADS 16 INTERNET ADS 17 COMMERCIAL 20-23 PROMOTIONAL EVENTS 17, 24
5
THE PROBLEM & RESEA 6
M ARCH
INSPIRATION RESEARCH TARGET AUDIENCE CLIENT BRIEF STRATEGIES
7
INSPIRATION
?
Extending the Xbox Kinect to a senior audience
8
R E S E ARCH
What’s The Point? Kinect is a motion-sensing input device by Microsoft for the Xbox 360 video game console and Windows PC. Xbox would like to expand their market to include a senior audience. What Does Xbox want to say? The most effective means of fostering consumers to purchase a product is to illustrate how it benefits them directly. Xbox 360 Kinect has benefits for people of all ages and it’s easy to use because you are the controller. In order to gain the attention of a senior audience, it is important to publicize research and studies that are already being done to show the strides that the device is making in the medical world. Xbox wants to use the Kinect to empower senior citizens thus allowing them to “take back their independence!” By using the Kinect, our more mature audience can increase their mobility, physicality, and general health; not to mention that it is a great way to stay connected to their children and grandchildren.
How will success be measured? Measuring success of an advertising campaign is not cut and dry, but below are some ways in which we can gauge the success of this promotional campaign: • Comparison of sales before and after the campaign takes place. • In print ads, include a coupon that is for the senior audience or anyone that is purchasing the system for a mature consumer. • Offer an incentive for senior consumers to come in and purchase with verification of their age to receive an additional discount.
9
CLIENT BRIEF TARGET AUDIENCE
65+ Xbox wants to include senior consumers
10
Objective Expand the market to include senior consumers. Scope Deliver true-to-brand messaging and collateral that encourages the senior audience to purchase the Xbox 360 Kinect. Plan Through a promotional campaign that includes print and digital media, Xbox will demonstrate the ease of use, medical, and family-centric benefits. People like seeing themselves represented so advertisements should picture real senior citizens interacting with the game. Xbox will promote this product as a means of vitality by using the tagline: “Your Independence, Take it Back�
STRATEGIES Print Media All print media should be true-to-brand and in line with the standards that have already been used in previous promotional campaigns. This illustrates that point that Xbox is for everyone. These advertisements should be informative, concise, and contain a benefit for the consumer. They should also include the tagline: “Your Independence, Take It Back� Interactive Media Interactive media should be simple. The audience that Xbox is targeting is not impressed or fascinated by fancy bells and whistles. Mailings, internet ads, and television commercials should be to the point on who Xbox is, what they are offering, and why the consumer cannot live without this product.
11
THE SOLUT PRINT ADS
RADIO ADS INTERNET ADS
12
COMMERCIAL PROMOTIONAL EVENTS
TION 13
ADVERTISEMENT
?
How will Microsoft and Xbox reach its target audience
14
15
Print Ads It is most effective to target print media to publications that senior audiences read such as AARP. Radio Ads The use of the same spokesperson from the commercial, Betty White, would increase the effectiveness of radio advertisements. It would also increase brand recognition because consumers would be accustomed to seeing her on the television.
16
Television Circuit Who better than to recommend a product than the man who has taken over Oprah’s daytime television time slot, Dr. Oz. The best part about his co-sign is that not only does Xbox get to promote its fun value, but it also gets to boast its health benefits. Playing Parties In order to create a buzz about the Kinect and truly get senior citizens interested in it, Xbox will host playing parties in nursing homes, doctor’s offices, and other locations frequented by this demographic.
17
Print advertisement that will run in AARP magazine and other publications that are targeted towards senior citizens.
Coupon to be mailed in print and digitally.
18
Internet Advertisement that can be e-mailed, used as a banner, or downloaded as a desktop background.
19
TV COMMERCIAL
20
Nationally Run television commercial starring one of the most recognizable faces of this day and age.
BETTY WHITE 21
STORYBOARD
22
Commercial Starts with a grandson in his bed, frustrated because he can’t sleep. The scene widens to revel his grandmother (Betty White) playing the Kinect and making typical video games noises. The scene cuts to the boy’s mother walking slowly and dryly down to her son’s room where she finds her mother playing the kinect.
The scene cuts to the daughter walking in front of the television and the grandmother getting upset. The daughter says: “Mom, how can we get you to stop doing this? Its 3 am.” The Scene cuts to the son and his mother waving the grandmother off in her vehicle. The son says “How did you get her to leave?” The mother says “I gave her an early Christmas Kinect.”
23
PLAYING PARTIES
Live Demos in nursing facilities, doctor’s offices, etc. that will create buzz about the Kinect amongst senior consumers.
24