UM's key challenge was to deliver compelling messaging in key media channels for this hard to reach demographic. Bespoke UM research had identified 'mobile content' as a major connection point with 16-24s. As they were the 'free generation' we also knew any such content had to be totally free. Xbox has a wealth of fanastic and compelling gaming content to showcase and by giving it away for free we knew we would help our audience engage much more positively with the brand.

Our main objective for the year was to grow sales of Xbox 360 consoles & games by increasing brand affinity and purchase intent metrics amongst our core intender audience of 16-24 year old adults. Bluetooth was identified as an enabling mobile technology, allowing us to overcome our biggest hurdles (hard to reach, transient, ad-avoiding youth), whilst also being suitably positioned at the leading edge of technology to add additional relevance to the brand.

Sporting stadia, cinema, gig venues, bars etc, lent themselves perfectly to the social nature of content sharing and also the core principles of Xbox; having fun together with your friends. UM worked with Bluepod Media and Xbox to create a bespoke Xbox 360 'user menu' & supply tailored content for each broadcast environment. Game title sales were driven using calendar reminders to purchase, added straight into the users' phones, as well as wallpapers and trailers. The menu included price-point interstitials and links through to a range of frequently refreshed content.

This was the most downloaded mobile Bluetooth campaign in the UK to date- 4 times higher than the previous high. A record-breaking 1.95m mobile content downloads were actioned over three months. The activity helped sell a significant number of game units as almost 350k purchase reminders were downloaded. Bluepod Media have since adopted the Xbox menu system as industry best practice!

Although Bluepod devices had been used in the past, no previous advertiser had created such a diverse or engaging range of content for downloading purposes, or unique menu delivery system.