May 31st, 2013
Working closely with global brand experience agency Jack Morton Worldwide to unveil its all-in-one entertainment system, Xbox One, Xbox achieved record-breaking viewership during its worldwide broadcast last week. For the reveal, Jack Morton was responsible for translating Xbox One into an experience that best showcased the entertainment system’s capabilities to audiences far and wide. Taking place in front of a live audience at Microsoft campus while simultaneously broadcast on SPIKE TV , Xbox Live and Xbox.com, the goal was to deliver a front row, first-hand experience for Xbox One that translated across every platform.
“It was critical for us to partner with an agency that understood the challenges and nuances of creating an immersive live brand experience while at the same time delivering a compelling visual show for the TV and online audiences. We wanted to not only reveal Xbox One but also tell our entertainment story in a way that made audiences feel as though they were interacting with our brand, even if they weren’t physically doing so,” said Mark Harper, Director of Experiential Marketing, Xbox. “We believe we achieved that during last week’s reveal, in part accounting for the record number of viewers who tuned in to watch.”
According to Xbox, more than 8.45 million people watched the Xbox One reveal event on May 21, 2013. Further, Xbox’s streaming partner, Akamai, reported that the Xbox.com live stream topped some of the most notable concurrent live streams in history, which includes the 2010 World Cup, 2011 Royal Wedding and 2012 Election Night.
For television, the Xbox One reveal, which aired on SPIKE TV, was the #1 television program among a variety of demographics during the 10-11 am PT time slot that day. Validating the event’s popularity, Twitter deemed the Xbox One reveal the #1 non-sports social program across all TV networks and the second most social show on television on May 21 – lagging slightly behind the NBA Playoffs.
“We are incredibly humbled to have been entrusted with an event of this magnitude, knowing full well that the very nature of Xbox One required absolutely flawless timing and execution,” said Justin Wilk, SVP, Senior Account Director, Jack Morton Worldwide. “We are thrilled to have been a part of bringing worldwide audiences front and center on this historic reveal, thoughtfully delivering content in such a way that allowed viewers to feel as though it was uniquely prepared for them.”
According to Xbox, the excitement continues as the brand gears up to deliver more information about Xbox One during E3 2013 taking place June 11 – 13, 2013 in Los Angeles. This August, Jack Morton will work with Xbox once again, overseeing the brand’s keynote during gamescom, the largest trade-fair and event highlight held in Cologne, Germany.