CASE STUDY
Xbox
Overview
Content Workshop Experiential Studio helped Xbox bridge the digital and physical retail spaces when it came time to promote Game Pass's Canadian launch. This campaign used Shazam's established mobile platform to create an interactive retail experience at Best Buy locations across the country. Our experiential solution created a link between in store promotions and a digital campaign to drive signups by giving away free Game Pass memberships through a slot machine-style app game.
Problem
Bridging Digital and Physical Retail
Xbox faced a significant challenge in their Game Pass product launch: creating meaningful customer interactions within traditional retail environments without requiring additional app downloads. Xbox wanted in-store shoppers to be able to connect with Game Pass without having to download a new app.
Given the competitive gaming subscription market, the resulting campaign needed to be big enough to stand out in a busy retail environment, simple enough to create engagement, and exciting enough to pull shoppers through the full experience.
Solution
Our Experiential Studio engineered combined interactive displays, a gamified web app, sophisticated data processing framework, and good old fashioned cardboard cutouts.
We placed the custom interactive displays in Best Buy stores to draw in-person shoppers into the new cloud gaming subscription.
The technical implementation included:
- A robust contest management system handling over 10,000 unique winner codes
- Real-time winner selection with integrated skill-testing questions
- Advanced security measures to prevent system gaming
- Comprehensive tracking and reporting infrastructure
- Continuous system monitoring and maintenance throughout the campaign
Results
Transforming Retail Engagement
The campaign achieved remarkable success in bridging the gap between physical retail presence and digital interaction. By tapping into Shazam's existing user base of millions (and the millions more who don’t even realize their phone is equipped with the technology), we delivered an accessible and fun experience for Best Buy shoppers.
The integration of real-time contest elements provided immediate gratification for participants, driving both awareness and interest in the Xbox Game Pass service.
Key achievements included:
- Successfully distributed over 10,000 Game Pass subscription codes
- Maintained 99.9% system uptime throughout the campaign
- Created a scalable framework for future retail-digital hybrid promotions
- Established a new benchmark for interactive retail experiences in the gaming industry
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