Xbox Global Real Madrid Play It First Competition

The Client

What The Brand Needed

To coincide with the long-awaited release of FIFA 18 in September 2017, Xbox wanted to offer FIFA fans the chance to win a once-in-a-lifetime experience, while encouraging purchase of FIFA 18 and EA Access on Xbox One.

Fans got to play FIFA 18 before anyone else on 21 September using EA Access (before the Ronaldo Edition on the 25th and general release on the 29th). Any Xbox user who played the game from 21 September (early access) to 2 October (considered the launch period) gained entry into the grand prize competition to win 2 VIP tickets and an all-expenses paid trip to the Bernabéu Stadium in Spain.

Our objectives were to increase awareness of EA Access Play It First, drive FIFA 18 engagement, drive EA Access conversion, and drive competition entries. We also needed to create a unique visual ID for the campaign and develop an engaging, user-friendly campaign landing page on Xbox.com across seven locales: The United States, Canada, Mexico, Great Britain, France, Germany, and Spain.

Insights

Research

We had a unique opportunity here to promote a highly-anticipated game release and offer fans an exclusive user experience to play it first with Xbox.

Based on a sound knowledge of football and the FIFA franchise of games, our designer aimed to create a more realistic visual experience that would appeal to fans of the game. We couldn’t use the FIFA or EA Access logos, so we married a talent shot of the Real Madrid team with a background visual of the Bernabéu Stadium, and experimented with black gradients to convey a premium feel.

The project KPIs were measured against landing page visits, campaign content engagement, and referrals to EA Access and FIFA pages (plus conversion). So, our page user journey had to be spot on to express the exclusivity of this experience and clearly communicate the entry mechanics, but also close the loop and get those conversions. That is why our design, UX and data teams work closely together throughout projects like these to ensure that the user experience and designs are optimised to get the best campaign results.

The Results

What Happened

Because the FIFA 18 Play It First campaign ran across key game release and launch dates, we had to divide our online user experience into phases. Phase 1 was pre-release and emphasised the exclusive Play It First benefit. After the game’s official general release on 29 September, we adapted our UX and messaging for Phase 2 to focus on purchase, gameplay and competition entries. We kept an eye on the conversion rates and adapted our page one last time before the end of the competition to boost purchase conversions.

The new page was built in English, Spanish, French, and German; on Xbox United States, Canada, Mexico, Great Britain, France, Germany, and Spain. As an unexpected bonus, the UK market was so impressed with our digital visual ID that is was leveraged in print on EA Access tokens handed out at the UK’s biggest games event, EGX 2017.

Total visits to campaign page 45 214 and 623 shares on Twitter.

Click through rates for the campaign were as follows:

  • 4528 EA Access clicks which translated to 11% CTR
  • 2130 FIFA 18 Buy Now/Pre-Orders clicks which translated to 5% CTR
  • Total campaign CTR of 17%

4528 EA Access clicks which translated to 11% CTR
2130 FIFA 18 Buy Now/Pre-Orders clicks which translated to 5%

Xbox One S and Controllor

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