Tapping into the Irish gamers' psyche for Xbox

Dept teamed up with Microsoft Ireland on their social strategies and campaigns for Xbox Ireland, Surface, Office 365, and HR. Microsoft Ireland approached us initially looking for support in running their Xbox Ireland social media channels. The channels were facing a lot of challenges including a disengaged audience and no local context. So for this challenge we were asked to tap into Ireland’s unique gaming culture and to bring an Irish flavour to their channels.

The solution for this considered tapping into the Irish gamers’ psyche for Xbox. Irish gamers are renowned for their love of gaming, however they had fallen out of love with Xbox Ireland’s Facebook page. Through a considered mix of localized and original content, targeted giveaways, and effective media campaigns we tapped back into the Irish gamers psyche.

The campaign proved highly effective, especially during the busiest shopping time of the year

This ultimately resulted in an impressive page engagement rate of over 6%, above the 260k of new followers, a tripled engaged Xbox Ireland fans on Facebook, and a growing number of hand-selected Xbox ambassadors for Ireland.

Also, with the latest version of the game-changing Surface quietly launched in October 2015, we built a PPC and social advertising campaign around Surface Pro 4 for the Christmas season. This campaign proved highly effective in driving enquiries to retailer websites. With click through rates of up to 3.2% we proved a strong level of interest in Surface Pro 4 during the busiest online shopping time of the year.