Xbox design lab

In a highly competitive category where every fan counts, Xbox Design Lab was an opportunity to give a diverse population precisely what they wanted. The question was how to generate engagement and momentum with no media budget for a traditional campaign. The key was tapping into people's natural inclination to share their own creations, and super-charging this by giving them a sense of ownership. By embracing and encouraging the power of its fans, as well as a smart earned/owned media strategy, Xbox Design Lab generated a significant ROI and considerable direct profits for the business, all without media investment.