Product Launch: the Xbox Series X and Series S

The Ask

Microsoft’s Xbox team prepared for one of its most anticipated product launches—the Xbox Series X and Series S. With millions of fans eagerly awaiting the next-generation consoles, the company needed a robust CRM strategy to build excitement, manage customer relationships, and keep fans engaged throughout the pre-order and post-launch journey.

The Xbox team sought to:

Announce the Xbox Series X and Series S to their global audience effectively.
Create engaging communications to maintain excitement during pre-order periods.
Deliver lifecycle communications to enhance the post-purchase experience.
Foster long-term loyalty among early adopters and gaming enthusiasts.

Xbox Series X|S

Our Solutions

We developed a comprehensive CRM strategy

Announcing the Launch

We crafted CRM announcements that resonated with Xbox’s passionate audience, ensuring the messaging was bold, innovative, and aligned with the brand's identity. Our approach included:

Email Campaigns: Stunning visuals and clear messaging about key features, launch dates, and pre-order opportunities.
SMS Notifications: Real-time alerts for pre-order availability, ensuring customers stayed informed.
Social Media Teasers: Strategically timed announcements to build buzz and amplify reach.

Pre-Order Hype Communications

To maintain momentum during the pre-order and pre-launch phases, we created a series of hype communications:

Exclusive Sneak Peeks: Emails and social posts showcasing new features, hardware design, and gameplay capabilities.
Community Engagement: Interactive polls, countdown timers, and shareable content to keep fans excited and involved.
Behind-the-Scenes Content: Insider looks at development, interviews with Xbox executives, and exclusive previews of upcoming games.

Lifecycle Communications

To enhance the customer experience after purchase, we designed lifecycle communications that fostered excitement and built lasting connections:

Welcome Campaigns: Personalized thank-you emails and guides to help new owners set up their consoles and explore features.
Tips & Tricks Series: Educational content to maximize gaming experiences, from optimizing settings to accessing exclusive content.
Gamers Community Invitations: Encouraging early adopters to join Xbox forums and share experiences.

Engagement During Wait Times

For customers waiting to receive their consoles, we created engaging communications to bridge the gap:

Order Updates: Regular notifications to reassure customers about shipping timelines.
Virtual Unboxing Experiences: Content that gave fans a preview of the unboxing experience while building anticipation.
Game Previews: Early access to trailers and updates on upcoming Xbox exclusives to keep excitement high.

Our CRM strategy delivered powerful results for the Xbox Series X and Series S launch:

Record-Breaking Engagement: Announcement emails and pre-order communications achieved unprecedented open and click-through rates.

Enhanced Customer Experience: Lifecycle communications ensured customers felt valued and informed throughout their journey.

Sustained Hype: Pre-order engagement content kept excitement levels high, resulting in strong retention and advocacy among early adopters.

Community Growth: Post-purchase communications successfully onboarded thousands of gamers into the Xbox community, strengthening brand loyalty.

The results speak for themselves

By combining impactful announcements, strategic lifecycle communications, and engaging pre-order hype, we helped Microsoft successfully launch the Xbox Series X and Series S. Our approach not only elevated the customer experience but also reinforced Xbox’s position as a leader in the gaming industry.