Case Study
Xbox ANZ proves the power of video on Twitter at E3 Expo
Key results
20%
share of voice within gaming vertical
2X
increase in positive sentiment
30%
higher view rate than benchmark
The opportunity
E3 Expo is the world’s premier computer and video game event, with 70,000 industry stakeholders and consumers in attendance in 2019. As the gaming community’s attention focused on the year’s biggest gaming reveals, Xbox ANZ (@XboxANZ) saw an opportunity to use Twitter to generate mass brand awareness, increase brand affinity, and connect with the growing network of gamers across the globe.
Xbox wanted to dominate the conversation at E3, ensuring its target audience was seeing the brand’s exclusive content and positioning Xbox as leaders in the gaming industry in the minds of gaming enthusiasts around the world.
The strategy
@XboxANZ focused on giving gamers access to every aspect of the exclusive event through Twitter. The company live-streamed some of its most exciting announcements from E3 direct to its Twitter profile, allowing gamers across the globe to be the first to hear about new game launches and news about its new console. To ensure no fan missed an update, Xbox used Twitter’s auto-reply functionality to automatically send real-time reminders about when the live stream would start.
@XboxANZ also created rich video content for the event, including sneak peeks at new games, new game character reveals, and exclusive offers. By using Twitter’s First View takeover, Xbox positioned this content at the very top of gamers’ Twitter timelines so it was the first thing they saw when they logged into the platform. The Xbox team also used Promoted Trends to widen the reach of its audience on its E3 content.
01
Drive awareness fast with video.
The use of First View on Twitter and video helped position Xbox video content in front of key audiences when it mattered most — at the very start of their Twitter session.
02
Never miss a moment with auto-reply.
A custom auto-reply campaign enabled Xbox to alert fans when it would be live-streaming world-first announcements and updates, driving video views and Tweet engagements.
03
Stay front of mind with a Promoted Trend.
Promoted Trends helped drive mass brand awareness for @XboxANZ in Australia, making event content highly accessible during the peak event period.
The success
@XboxANZ held the majority of share of voice across Twitter in Australia within the gaming vertical throughout the E3 event, successfully placing the brand front of mind with Australian gamers during a highly competitive event.
The campaign helped drive significant increases in key brand metrics. In particular, the First View function helped lift Tweet recall by +16 points and brand awareness by +15 points when a user was exposed to three consecutive First View videos.
Through a combination of the platform’s unique marketing solutions, @XboxANZ increased its positive sentiment on Twitter twofold during the E3 campaign.
E3 is one of the most important moments in the calendar for the international gaming community. During the Xbox briefing we made some of our biggest announcements and game reveals for the year, which resulted in a huge content output of videos and trailers. Twitter’s innovative ad tools meant that we could amplify the content to the right people in real time and we could cut through all the other E3 content to reach the active gaming community in ANZ at a time when the appetite for gaming news was especially high.
Solutions used
Audience insights
Successful marketing efforts start with knowing your audience. X's tools help you dig deep.
Audience targeting
You want your message to be heard by the right person. Let X’s targeting capabilities help.