舉報(bào)
2017-05
Xbox Design Lab Originals: The Fanchise Model
Xbox，是由美國(guó)微軟公司開(kāi)發(fā)并于2001年發(fā)售的一款家用電視游戲機(jī)。去年 4 月，Xbox 創(chuàng)建了 Fanchise 模型，該模型讓用戶認(rèn)領(lǐng)其控制器設(shè)計(jì)的所有權(quán)，并將其推廣至全球，并從中獲得部分利潤(rùn)。購(gòu)買(mǎi)設(shè)計(jì)的人越多，獲得的收入則越多。結(jié)果，消費(fèi)者“反客為主”成為了創(chuàng)業(yè)者。
游戲玩家爭(zhēng)先恐后地發(fā)掘市場(chǎng)中的空擋，并謀劃那些最受歡迎的設(shè)計(jì)。借著認(rèn)領(lǐng)一些基于運(yùn)動(dòng)隊(duì)、電影和時(shí)事的有望成為暢銷品的設(shè)計(jì)，部分玩家成為了最高收入者，而另一些玩家則用它來(lái)籌集資金，用于癌癥普及、促進(jìn)性別平等以及其他有意義的活動(dòng)。玩家們向用戶提供定制資產(chǎn)，在社媒推廣設(shè)計(jì)，鼓勵(lì)朋友和粉絲購(gòu)買(mǎi)控制器；而為了幫助他們銷售更多，Xbox 還為玩家提供了定制的營(yíng)銷活動(dòng)，包括新聞、電視、社交、名人代言以及店內(nèi)促銷。這一活動(dòng)通過(guò)給玩家一部分利潤(rùn)的方式，使得每個(gè)人都可獲益。
項(xiàng)目信息
品牌/廣告主
Microsoft 微軟
營(yíng)銷機(jī)構(gòu)
Creative Agency 創(chuàng)意代理商
McCann 倫敦
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