The Challenge
Xbox users are prone to playing on other consoles and Xbox wanted to improve their loyalty. Users love football and the imminent World Cup was creating a buzz. Everyone was rooting for their team and in their own way felt like they were participants in the event.

The Solution
Xbox created the Xbox World Cup to get gamers to use their LIVE service and compete to represent their country in the gamers World Cup. Held in Germany, it pitted the best teams from 16 countries against each other.

The Result
In Europe the campaign delivered €4m in new subscriptions. Sales of Xbox 360/Road to World Cup exceeded targets by over 10% and over 200,000 were involved. There were 29,717 product trials (value $356,592) and $1.3m of PR was generated. The campaign ROI was 5.7 to 1.