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Ok, loyal blog readers…it’s time for a Marketing Challenge.
(Updated: already some great comments below! Thank you)
Your Client:
Microsoft Xbox LIVE
The Opportunity
Tell a “Made To Stick” story about the value of Xbox LIVE a way that resonates with people who are not “gamers.”
The Disclosure:
Xbox LIVE is not a client of Never Stop Marketing. I met the Audience Marketing Manager and offered to share her challenges with the blog community to see what we could come up with together. I did get a 3 month Gold membership and 1,000 MSFT points for free so that I could better understand the service. Total value: $37.49
What’s In It For You?
Aside from having the chance to show how damn smart you are?
We’re looking for creativity, of course, and not those motivated purely by the promise incentives (since it is counter to everything that Dan Pink [client] has taught us in his book, DRIVE). Still, take a look at what we did for Purell and, well, you never know 
Now, On With It…
You know what an Xbox is. And, chances are, you know what Kinect is. If you don’t, all you need to do is watch this video of my kids using it and you’ll see how the paradigm has shifted.
It’s no surpirse that MSFT has sold millions of them already. But, here’s the challenge.
With Kinect launching this past holiday, Microsoft and Xbox are now able to reach a new, broad audience like they’ve never done before. Not traditional gamers, like families, for example. That’s actually the good part.
What’s difficult is that this broadened audience doesn’t really understand the value of LIVE because the big idea is Xbox and Kinect. After all, that’s what most people are buying.
I will be the first to admit that as a non-hardcore gamer, I didn’t really pay much attention to LIVE when I got my Kinect (and certainly wasn’t going to pay for a Gold membership) because, frankly, I didn’t really see the value in it.
Now, however, after spending 2 hours with it, I am totally blown away. More on that below.
So, what they want to do is figure out how to SHOW and TELL the value of Xbox LIVE (and upsell the GOLD memberships) in a creative way that inspires people.
Here’s one way they are trying to do it now (video).
So, what exactly is Xbox LIVE and Xbox LIVE Gold?
Xbox LIVE isn’t for hardcore gamers. It’s for people who want to make entertainment something SOCIAL. And, trust me, once you do that, you realize how exciting it can be.
The metaphor that came to my mind was that Xbox/Kinect is like being on a tropical island. It’s fun, relaxing, but ultimately, you are by yourself.
With LIVE (particularly GOLD), it’s like you are on that island, but you can connect with all types of people on their own islands and SHARE in the experience whether you are playing games, watching movies or sports, or doing a video chat.
The Facebook integration is fantastic. Twitter works very well also.
I pulled up Netflix and ESPN and my thought was, “I can cancel my TV subscription.”
What LIVE is to Xbox/TV is kind of like what social networks (maybe a stretch) was to your PC/mobile device.
It’s taking entertainment (games, tv, movies, music) and making it social and/or customizable (or both).
Now, you can watch a game with your friends even if they are on the other side of the country.
Now, HOW would you tell that story in a unique, creative, exciting, “remarkable” and Made To Stick Way?
And…what other information do you need to help?
