Staring the Release of Xbox One with a Big Bang


The BEN team was challenged to find hot content that would help promote the release of the new Xbox One upon its launch in the Fall 2013. Xbox One wanted to target a younger audience, raise awareness, and time the release of the content with the actual release of the product in the market.


After strategically evaluating the content landscape, the BEN team decided to go big – with The Big Bang Theory that is. One of the biggest globally recognized shows, The Big Bang Theory was the perfect production to promote the brand as the main characters often spoke about science, technology and gaming. Utilizing our long term relationship with the show, we learned of an upcoming story arc with Sheldon Cooper choosing a new video game system. The BEN team made sure that Sheldon made the right choice: Xbox One.


The brand collected 17.6M impressions, generated a media value of over $10M, and 10 times the daily twitter mentions that they ever had. Research group, Simply Measured also tracked a 334% spike in Twitter chatter about the Xbox One following the integration.