Results of the Strategy we planned and executed for the launch of Kinect for Xbox.

1. E3 Outcomes:
Summary Deck
26 May 2010

2. Launc Timeline Review
h
Premiere Keynote Monday
Build Engage Amplification
Galen Time 60 sec keynte MTV Nick
Drum
Constr Lapse BRoll video BCast Bcast
Invite
#Xboxe3 and #Kinect Mosaics
Partner Pitching
Celeb Site Seeding
Partner Site Seeding
Natal Diaries
Thurs Mon Sun Mon Tues Wed
May June July
27 7 13 14 14 15

3. XBOX
• Overview
• In 2010, We launched a number of revised Social Media initiatives
• Facebook: New landing pages, 2 new accounts – Xbox Main, XboxforAll, XboxforCore
• MySpace: Updated site that matches the look and feel of Xbox.com
• Twitter: Activation of @Xbox, addition of @XboxforAll and @XboxforCore
• E3 USB Key: Custom landing page and #Kinect related Content
• Mosaic Campaigns: Drove E3 Twitter interest in Kinect
• Celebrity Coverage | Seeding: Drove Twitter and Kinect Interest
• Xbox Partnerships – Program Recommendations and Social Concepts
• Summary recommendations are contained in the deck 2010 Partners

4. YOY Metrics: 2010
• Summary For Facebook and Twitter Channels
• E3 YOY Total Fan / Friend counts
2009 2010 Notes
FB: Xbox ~600,000 1,202,094 Growth has been organic from a
spike in Nov 2009
FB: XboxforAll N/A 3,526 New Fan Page
FB: Xboxforcore N/A 2,205 New Fan Page
@Xbox N/A 8113 Was relatively dormant until May
2010
@XboxForAll N/A 488 New Handle
@XboxForCore N/A 630 New Handle
Myspace: Xbox N/A 102,828 New MySpace Page

5. Facebook Pages
Facebook Pages
Pages:
• A new tab for Xbox main and two new fan pages for All and Core
• Xbox (Main) – 1 Million Fans
• Xbox for All (@Xboxforall)
• Xbox for Core (@Xboxforcore)
Keys – Xbox (Main) | Xbox for Core
• Dedicated Tab within Fan Page
• Superhero [ 3 images for primary content / partner offering by page ]
• Video Player
• Youtube videos and navigable content
• Twitter Feed
• Fed with #hashtag and xbox related tweets
• User ability to syndicate tweets back to twitter
• Mini Wall - User Posts
Addition: Xbox for All
• Gifts - “Gift” items that users can give across facebook

6. Facebook Page Detail – Xbox for All

7. Facebook Page Detail – Xbox for Core

8. MySpace Page
MySpace Page
Pages:
• Main Page 102k fans
Keys
• Replaces existing Myspace page and updates look and feel to mirror Xbox.com
• Superhero [ 3 images for primary content / partner offering by page ]
• Video Player
• Youtube videos and navigable content
• MySpace Blog Entries
• Xbox Blog posts to the Myspace Page
• MySpace Gamer of the Month
• Profiled Xbox gamer
• Forum
• User Posts and commentary
• Wall
• Posts from Xbox friends on Myspace

9. Twitter Mosaic Campaigns
#XboxE3 and #Kinect Campaigns
Keys
• The Mosaic campaign generated Xbox Mosaics from user tweets
• The 2 Mosaics generated 81,901 Tweets over a 12 day period
• Engagement was across 37,405 unique tweeters for both tags
• Each mosaic filled with 27,480 tweets
• The Mosaic pages themselves generated over 8,000 unique pageviews to date

10. Celebrity Coverage
Online Coverage
Keys
• Online coverage varied across 40+ outlets
• Microsoft Xbox Buzz was strong across major news and blog channels
• Positive coverage outpaced negative coverage with 20 mentions to 5 at last count
• Neutral coverage was primarily the un-commented posting of step and repeat photos
• Negative commentary contrasted Xbox against competitive products
• A number of secondary blogs provided coverage leveraging images from
wireimage.com
• Sample Celeb Coverage: BBC, Entertainment Tonight, ET Online, Hollywood.com
• Sample Negative Coverage: SF Chronicle, The Guardian

11. Celebrity Engagement
Aisha Tyler Felicia Day Jennette McCurdy
Girl Gamer Tech Zulu
• A number of Attending Celebrities + Influencers posted content to Facebook generating “like”
and “comment” responses
• FB: Celebrity Posts typically result in 50+ “likes” / “mentions” and a range of 25 to 200 comments
• Twitter: Celebrity Tweets were more prevalent from the hosts and industry influencers
• Overall Celebrity tweeting was acceptable, given that many attending Celebs do not tweet often e.g. @michaelcera
• Other Celebs who tweeted included: Rosario Dawson, iCarly Crew, Raven Simone, Rita Wilson, Meaghan Martin

12. Celebrity Coverage
Celebrity Buzz Summary
Keys
• Event Buzz
• Channels: Social Platforms (Facebook, MySpace, etc.), and Twitter
• Key terms associated with the brand within conversations:
• Kinectimals, Microsoft, 360, Cirque
• Evaluation:
• Game affability and the interactivity of Kinectimals drove celeb generated content.
• The focus on Microsoft also indicates conversations outside of the core gamer
community who’s tweets and posts focus on Xbox

13. Share of Voice
Voice Summary
Keys
• Share of Voice summarizes Xbox’s positioning versus competitors online
• Channels: Social Platforms (Facebook, MySpace, etc.), Blogs, Forums Twitter
• Evaluation:
• Xbox garnered a larger share of mentions vs. PS3 and Wii
• Twitter conversations were the largest share of Social voice with a high degree of
follow-on conversations occuring well after E3
• Ongoing conversations are anticipatory of the Kinect release
• Voice indicates that news, blogs and social commentary were generally favorable
• 93% of all content measured indicated a favorability towards Xbox

14. Flash Drive
Flash Drive
Detail:
• Launch Page on the Gift Bag USB Drive that drives users to:
• All three facebook fan pages
• The @xbox, @xbox4all and @xbox4core twitter pages
• The Xbox Myspace profile
• The Xbox Youtube Channel
• A link to detail on the broadcast event for Natal | Cirque
• The E-prize contest
Keys
• A single access pint for users to engage with all content on the Flash Drive
• New Brand messaging for Xbox for Core and Xbox for All
• A Link and reminder of televised event coverage
• A Call to Action for the Eprize giveaway

15. Summary
• Updated Xbox branding was successfully deployed across all major Social
Networking Spaces
• XboxforAll and XboxforCore were successfully deployed on Facebook and
Twitter and are building momentum
• Celebrity Seeding yielded significant conversations online
• Voice is positive for the Xbox brand with sentiment indicating a general
affability for the platform
• Voice also indicates a general anticipation for Kinect and underscores the
success of Xbox in reaching beyond the core gamer audience