PR CASE STUDYMicrosoft’s Xbox One Launch

English for Academic & Professional Purposes | Anna Ortega Martínez

THE PROBLEM

Competition with Sony’s Playstation 4

Two controversial product policies of the console

— required internet connectivity — limited support for used, shared or traded games

THEIR RESEARCH

OBJETIVES

1

2

3

Make the Xbox One a cultural touchstone and the must-have games and entertainment device for holiday.

Show that the console has the best games franchises and the best gaming experiences.

Prove the global Xbox One all-in-one value proposition and vision.

TO WIN BACK CORE GAMERS

EXECUTION

TO FOCUS ON SHOWING, NOT TELLING

EXECUTION

Organised press showcase events

Designed a reviews program

Microsoft hosted a worldwide celebrations for fans (Xbox One Launch Festivities).

FINAL RESULTS