The strategic partnership sees the creation of a multi-platform, multi-brand campaign across flagship brands including T3, Total Film, CVG and Fast Car.
Combined, these portfolios reach over 37 million technology, games, film and auto enthusiasts globally and more than 10 million in the UK. Future’s unique access to these groups and its ability to co-create best-in-class digital, video and print content enables Microsoft to target consumers with interests in the various elements which make the Xbox One the ultimate all-in-one games and entertainment system, says Future.
The partnership sees a complete homepage redesign of seven of Future’s flagship sites – T3, TechRadar, Gizmodo UK, CVG, GamesRadar, OXM and Total Film – to mirror the Xbox One dashboard. Custom Xbox One channels have been created to provide authoritative insight on specific areas of the Xbox One and are integrated with weekly video content looking at all aspects of the new system. The evolving partnership also started with the redesign of the brands’ logos to mirror the Xbox One logo.
Leveraging Future’s editorial expertise, a bespoke magazine dedicated to the Xbox One, with content relating to hardware, film, gaming and technology, has been created and distributed to various retail outlets and through Future’s own print titles – T3, Xbox: The Official Magazine, Edge, Total Film, SFX and Fast Car.
The two month partnership was developed by Future and Microsoft’s media agency, Universal McCann, and is live until the middle of January.
Gerson Barnett, Director of Digital Agency Sales at Future, says: “This is a powerful partnership for Future and really underlines our commitment to deliver highly creative and fully integrated cross-platform and cross-portfolio solutions with digital at their heart. It’s been a pleasure working with Microsoft and Universal McCann developing this unique proposition.”
Nial Ferguson, Managing Director, Future UK, says: “Future’s reach of over 10 million highly engaged tech, games, film and auto enthusiasts in the UK, combined with truly innovative multi-platform solutions, make the perfect partnership for Microsoft to capture consumers across a variety of interest groups. The campaign delivers for the client and shows the unique potential of utilising Future’s brands cross-portfolio.”
Harvey Eagle, Marketing Director, Xbox UK, says: “The strategic partnership between Future and Xbox provides us with a trusted and creative platform to communicate to our target audience. Future’s varied portfolio is perfectly suited to bringing to life the gaming and entertainment capabilities of our new generation console.”
Rory Behrman, Business Director at UM London, adds: “This partnership not only delivers innovation, reach and enormous value but, most-importantly, cut-through for Xbox in a highly competitive marketplace.”
