Xbox Design Lab Originals: The Fanchise Model
Xbox，是由美国微软公司开发并于2001年发售的一款家用电视游戏机。去年 4 月，Xbox 创建了 Fanchise 模型，该模型让用户认领其控制器设计的所有权，并将其推广至全球，并从中获得部分利润。购买设计的人越多，获得的收入则越多。结果，消费者“反客为主”成为了创业者。
游戏玩家争先恐后地发掘市场中的空挡，并谋划那些最受欢迎的设计。借着认领一些基于运动队、电影和时事的有望成为畅销品的设计，部分玩家成为了最高收入者，而另一些玩家则用它来筹集资金，用于癌症普及、促进性别平等以及其他有意义的活动。玩家们向用户提供定制资产，在社媒推广设计，鼓励朋友和粉丝购买控制器；而为了帮助他们销售更多，Xbox 还为玩家提供了定制的营销活动，包括新闻、电视、社交、名人代言以及店内促销。这一活动通过给玩家一部分利润的方式，使得每个人都可获益。
项目信息
品牌/广告主
Microsoft 微软
营销机构
Creative Agency 创意代理商
McCann 伦敦
参与者
奖项荣誉
2019
Cannes Lions
Creative Effectiveness | Social Behaviour & Cultural Insight
Bronze
2019
Cannes Lions
Creative Effectiveness
Gold
2018
Cannes Lions
Creative eCommerce | Media / Entertainment
Grand Prix
2018
Cannes Lions
Brand Experience & Activation | Retail Promotions & Competitions
Gold
2018
Cannes Lions
Brand Experience & Activation | Launch / Re-launch
Silver
2018
Cannes Lions
Brand Experience & Activation | Retail
Bronze
2018
Cannes Lions
Creative eCommerce | Retail & Customer Promotions
Silver
2018
Cannes Lions
Direct | Co-creation & User Generated Content
Gold
2018
Cannes Lions
Media | Use of Digital Platforms
Gold
2018
D&AD Awards
Direct | Direct Product & Service
Wood Pencil
2018
D&AD Awards
Direct | Direct Integrated Campaigns
Graphite Pencil
2018
CLIO Awards
Branded Content | Digital/Mobile
Gold
2018
CLIO Awards
Public Relations | Brand Development
Silver
2018
CLIO Awards
Direct | Social Media
Silver
2018
CLIO Awards
Direct | Digital/Mobile
Silver
2018
The One Show
Social Media | Social Engagement | Community Building
Silver Pencil
2018
The One Show
Public Relations | Community Building
Silver Pencil
2018
The One Show
Branded Entertainment | User-Generated Content
Silver Pencil
2018
The One Show
Intellectual Property | Integrated Digital & Physical Product
Gold Pencil
2018
The One Show
Cross-Platform | Integrated Branding
Gold Pencil
2018
The One Show
Print & Outdoor | User-Generated Campaign
Gold Pencil
2018
ADC Awards
Integrated | Integrated | Campaign
Silver Cube
2018
The Webby Awards
Advertising & Media | Viral Marketing
People’s Voice Winner
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