Gamers are at the heart of the success of Xbox One.
So when it came time to celebrate the first-year anniversary of the new Xbox console, we wanted to show the players our gratitude and to recognize their contributions to the past year.
We designed a campaign to celebrate the first anniversary of Xbox One by showing our fans some love.
We sent each opted-in player (tens of millions) a unique, highly customized email with a comprehensive overview of their personal and comparative stats from the previous 12 months.
Gamers were able to see the full range of their console activities, including how many hours they spent gaming, their current gamerscore, the achievements they earned, how they ranked against other Xbox players, and more.
We got the word out with an announcement released by the PR team through Xbox Wire, and then we sent our Xbox One owners an email with a “blind box” of gifts. Recipients of the email were randomly paired with gifts ranging from games to digital gear to Xbox One consoles.
The email was received positively. For readers, it showed the value of their participation and confirmed their console choice.
Open rate was 1.5 times our average, and as the emails were shared and compared, more and more gamers wanted to be a part of Xbox emails—leading to an email opt-in rate spike of 286%.
On the blind box email, we observed a 1266% lift in engagement and millions of clicks to download extra Xbox Year One exclusive content.