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Case study: Microsoft Xbox

(light music)
<v ->Customization, it is optional.</v> <v ->It’s always a premium.</v> <v ->It comes at a price.</v> <v ->Yeah.</v> (light music)
The more people that buy my design, the more money I make. I got more than half of what I paid for it. I actually earned over $1000.
With this new feature, I can name and claim my design. Now that design belongs to me. Anyone can buy it.
I figured a lot of people would be into “Despicable Me,” and the minions. I'm German but Brazil has a much bigger fan base. Trump's smart, a good businessman, straight talker, tells you the truth, tells you how it is. He looks like a Cheeto.
The controller I designed was a breast cancer awareness controller. I wanted to join the fight for marriage equality in Australia.
I want to try and make money off this thing. Make something that was empowering.
(chatter of narrators sharing ideas) <v ->Did Twitter a lot.</v> I did social media on YouTube. (light music)

Join the discussion

Watch the Microsoft Xbox Franchise Model video above.

Now, look at how the below table has been filled, focus on which online channels Microsoft has used and reflect on why they have done so. Write your observations in the comments below.

Use the discussion section below and let us know your thoughts. Once you’re happy with your contribution, click the “Mark as Complete” button to check the Step off, then you can move to the next step.

Channel name Yes/No Why was the channel used?
TV Ads Yes Microsoft wanted to create brand awareness and in order to reach a wider audience: TV ad is one of the most effective once
DRTV No They used TV Ads Instead o DRTV. However, both of them could be used at the same time
Radio No They wanted to show the new Xbox designs. This required a visual channel.
Newspaper Yes They did press releases.
Door drop No Microsoft didn’t do door drops; however they used OOH (Out-of-Home) advertising. They put banners outdoor, instead of sending door drops to customers.
Direct mail No Microsoft didn’t use direct mail.
Telemarketing No Microsoft didn’t do telemarketing
Events No Microsoft didn’t do any face-to-face events. However, they brought people together on the online platform
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Introduction to Marketing: Omnichannel Marketing and Analysis

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