Xbox Xmas Wishlist

User Generated Christmas Video Campaign

Xbox

The pre-Christmas buzz on xbox.com was aimed squarely at those who were new to the world of Xbox consoles. Staak were charged with finding a way to get both new visitors and existing gamers into the Christmas spirit.

Creative Concept

Staak took this opportunity to propose something that had never been done on xbox.com before; a personalised video that bundled up items from visitors “I want” list and popped them into an entirely festive video.

By offering visitors the chance to win their wishlist (courtesy of Xbox) the campaign became more than a stand-alone site concept, and transformed into something with trend traction.

Design

Four video phases were designed; the camera glides up a tower of Xbox emblazoned books and, once at the peak, phase two begins with the top book falling open. The first page shows the creator’s gamer tag and the items they wished for. A sprinkle of magic flicks the viewer to a misty landscape, where packshots of each item appear in a puff of smoke. The video ends with a good will message and the instruction to share.

Structure

As far as the user journey was concerned, the wishlist started on the xbox.com holiday page. Four sections let them build their list from a choice of Xbox One consoles, the latest game titles, accessories and subscriptions. In order to keep video length under control there were four slots available in each list and, in order to keep greed under control, only one console could be selected.

Once the desired items were inserted into the list (thanks to some nifty drag and drop functionality), a simple “Create” button transformed the list into a personalised view of their choices, soundtracked by appropriately twinkly music and puffs of smoke. The finished video was then available for sharing, and every video posted to Twitter with the #XboxWishList hashtag stood a chance of winning its creator a very Xbox Christmas.

To and Fro

The drag and drop functionality generated a list that was directed to the Staak server to be processed into a fixed set of instructions dependent on the selections that had been made. This code was then sent server side where the final video was rendered before being shared back to xbox.com and streamed instantly. Behind the scenes the video was served from YouTube for content sharing, allowing us to track the videos being created.

Results

Personalised video content - a first for xbox.com

Twitter momentum gave the campaign a reach of over five million.