THE CHALLENGE
Players crave recognition. Xbox wanted to celebrate each gamer’s year individually—but at massive scale.
THE INSIGHT
Personalized content drives powerful connections. Players love seeing their unique gaming achievements showcased - and how they stack up against their friends and community
THE IDEA
Xbox’s “Year in Review”—40 million fully personalized, data-driven stories celebrating individual gaming journeys.
THE EXECUTION
Global, multi-language, data-driven campaign developed to show Xbox gamers across the globe a personalized visualization of their dataDelivered personalized stories via email, which clicked through to dynamic, shareable, individualized webpages comprised of 80+ dynamic personalized fields and shareable social formats.
MY ROLE
Creative direction, strategy, campaign conception, messaging, and direction of personalized content execution.
THE RESULTS
84% positive sentiment (the negative came from fans of other consoles wanting this type of program)
1.5x the average open rate, 13x the average engagement rate
Turned 100,000+ players into advocates as they shared and discussed their stats across social media.
1000+ press mentions.
Multiple Gold and Silver ADDYs, a District Silver ADDY, a Silver DMA ECHO award, a Bronze MIXX award, and a WEBBY nod.
It then became a yearly program (still running) for Xbox customer recognition and engagement.
And yes, this program launched a year before Spotify's "Wrapped."
