Paul Evans on launching Xbox's Kinect Star Wars game

Promoting the launch of Microsoft's multi-market videogame Kinect Star Wars earlier this year relied on a marketing strategy focused on creating buzz around social media, supported by media agency UM, says Paul Evans.

Talking to Marketing at IAB Engage 2012, Evans, head of media, EMEA at Xbox, explained the six month marketing strategy behind the launch. Admitting the activity required 16-18 hour days for six months, six days a week, Evans said two strong areas of focus were mobile and social.

Designed to sell games through word of mouth, the award-winning campaign is reported to have generated four times ROI, and to have successfully cut through the technology side to promote a great user experience.

Kinect Star Wars promised to bring the movie franchise to gamers like never before, by harnessing the controller-free power of Kinect for Xbox 360. Players are able to physically hone their Jedi skills, wield the power of the Force in their hands, pilot iconic ships and vehicles, rampage as a vicious Rancor monster or even dance with iconic Star Wars characters.

One of Evans' key learnings since launching the activity is that when it comes to harnessing social media and mobile, it is difficult to beat the power of video.

"Video is incredible," he said. "Video works so, so hard. Video drives a lot of impressions, separate to the app experience, the video worked in its own rights."

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).