Previous RSP relationship activity had highlighted that RSP’s don’t appreciate being preached to (as some of Xbox’s competitors do). It was essential to provide the right balance of recognition, knowledge and support in an inclusive and informative way, without coming across as being patronising.Mission X was born out of the insight that most RSP’s were actually gamers themselves and would therefore find a mission based campaign highly engaging and motivating.Alluding to a role playing experience allowed us to adopt a useful rallying cry in our tone with the creative, mechanics and premiums all expressing the Mission X theme.

Across the board there were strong uplifts in console sales and attach rates including 735% uplift in console sales for the Norwegian winning store, and 324% in Italy. What’s more, the value in terms of developing the RSP relationships was unprecedented…‘Talking to Eddy yesterday he said that this competition has been the best implemented, most professional and appreciated competition they have ever done, can’t get much better than that!’ (Mattias Rosenkvist - Marketing Manager, Nordics).As a result our client received an achievement award at the recent annual Microsoft Conference in Seattle.More missions will follow.…!