While the Xbox XO events have always done a great job of connecting media to games and developers, it has traditionally done little to grow and celebrate the gamer community, and coverage reflected that: coverage coming out of XO is typically laser-focused on games, doing little to build the brand’s relationship with fans. That’s why Veritas combined influencer seeding with the XO event, to highlight notable individuals in the gamer community.
But putting fans at the centre of everything the brand does is crucial to their business. Fans amplify Xbox’s voice with an authenticity brands aren’t able to replicate. This year’s XO event was the largest Canadian XO event in Xbox history. Xbox never had a bigger space; never had more games and developers; never engaged more media and fans.
They also worked closely with retailers BBYCA, EB Games, Canada Computers and Microsoft Store to invite fans and consumers to the event – and even drove an offer from the Microsoft Store to attending fans. This consumer-based approach in event promotion led to increased participation and attendance at the XO event.
Find out more about Xbox’s XO and other events on their website.