Work

The creation of a free weekend so Xbox LIVE Silver subscribers could experience the benefits of going Gold.

In 2007 our challenge was to create an Xbox LIVE event to encourage Silver customers, who have a free subscription to Xbox LIVE to upgrade to a paid Gold subscription.

The solution was Xtival, a Pan-European virtual festival that gave everyone free access to the Gold benefits of LIVE for a whole weekend. By creating an event that offered organised tournaments, competitions and downloads, we gave Xbox gamers the chance to experience Gold membership, believing this would be the catalyst that led to a higher conversion rate.

Originally conceived as an online gaming festival, reflecting early Xbox brand values, Xtival has evolved to reflect the latest LIVE offering including facebook, twitter and Sky Player.

The event consistently delivers a high ROI, becoming so successful that the recent Xtival Winter ‘09 has been the biggest to date, with even more competitions, tournaments and free downloads than ever before.