The launch of the new video game console XBox into the 18-28 years old male target as potential consumers of this product.Reinforcing the main concept communication: provoking play. From it’s cover, we invoked the Provoking Play on the readers, playing to seek all the brand pieces which were spread all over the magazine contents.The creation and development of a promotional action where the first XBox, plus collection of videogames, those which arrived to Spain, were given away as gifts to the contestant. ‘Muy Interesante’ magazine is the leader for the objective public. Besides it’s quantitative value it offersa trend setting magazine that is very important in Spain. Using an unprecedented format and tactics to invoke the brand communication concept: provoking play. Proven effect in the ‘Ratio of Answer’ obtained (a 75% increase over the media with this type of action in magazines).From the total of letters received, a 98% reach of our target.The creation of a very important data base affinity to our brand.The action has published the Magazines Director’s recognition for these excellent actions.

El Jueves magazine is the Spanish version of “Les Echo des Savanne”. It offers a great affinity contacting the target and media strategy used an unprecedented format to invoke the brand communication concept: provoking play.