Xbox Design Lab Originals: The Fanchise Model
Xbox,是由美国微软公司开发并于2001年发售的一款家用电视游戏机。去年 4 月,Xbox 创建了 Fanchise 模型,该模型让用户认领其控制器设计的所有权,并将其推广至全球,并从中获得部分利润。购买设计的人越多,获得的收入则越多。结果,消费者“反客为主”成为了创业者。
游戏玩家争先恐后地发掘市场中的空挡,并谋划那些最受欢迎的设计。借着认领一些基于运动队、电影和时事的有望成为畅销品的设计,部分玩家成为了最高收入者,而另一些玩家则用它来筹集资金,用于癌症普及、促进性别平等以及其他有意义的活动。玩家们向用户提供定制资产,在社媒推广设计,鼓励朋友和粉丝购买控制器;而为了帮助他们销售更多,Xbox 还为玩家提供了定制的营销活动,包括新闻、电视、社交、名人代言以及店内促销。这一活动通过给玩家一部分利润的方式,使得每个人都可获益。
- 2019Cannes LionsCreative Effectiveness | Social Behaviour & Cultural InsightBronze
- 2019Cannes LionsCreative EffectivenessGold
- 2018Cannes LionsCreative eCommerce | Media / EntertainmentGrand Prix
- 2018Cannes LionsBrand Experience & Activation | Retail Promotions & CompetitionsGold
- 2018Cannes LionsBrand Experience & Activation | Launch / Re-launchSilver
- 2018Cannes LionsBrand Experience & Activation | RetailBronze
- 2018Cannes LionsCreative eCommerce | Retail & Customer PromotionsSilver
- 2018Cannes LionsDirect | Co-creation & User Generated ContentGold
- 2018Cannes LionsMedia | Use of Digital PlatformsGold
- 2018D&AD AwardsDirect | Direct Product & ServiceWood Pencil
- 2018D&AD AwardsDirect | Direct Integrated CampaignsGraphite Pencil
- 2018CLIO AwardsBranded Content | Digital/MobileGold
- 2018CLIO AwardsPublic Relations | Brand DevelopmentSilver
- 2018CLIO AwardsDirect | Social MediaSilver
- 2018CLIO AwardsDirect | Digital/MobileSilver
- 2018The One ShowSocial Media | Social Engagement | Community BuildingSilver Pencil
- 2018The One ShowPublic Relations | Community BuildingSilver Pencil
- 2018The One ShowBranded Entertainment | User-Generated ContentSilver Pencil
- 2018The One ShowIntellectual Property | Integrated Digital & Physical ProductGold Pencil
- 2018The One ShowCross-Platform | Integrated BrandingGold Pencil
- 2018The One ShowPrint & Outdoor | User-Generated CampaignGold Pencil
- 2018ADC Awards Integrated | Integrated | CampaignSilver Cube
- 2018The Webby AwardsAdvertising & Media | Viral Marketing People’s Voice Winner
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