Event Marketer Summer 2023 - 94

BEST VIRTUAL EVENT
(CONSUMER)
EX AWARD WINNER
CAMPAIGN: Xbox FanFest Trivia
CLIENT: Xbox
PARTNER: BeCore
Xbox FanFest is all about rewarding fans
and connecting them with the global Xbox
community through a combination of inperson
and virtual events, exclusive access,
content and sweepstakes. For 2022, the brand
set out to " level up " its virtual event efforts
by putting fans front and center " where they
belong. "
Inspired by trivia nights hosted at local
bars and pubs that consumers love, the
team created its own game show called Xbox
FanFest Trivia, a live broadcast that gave
gamers the chance to put their fandom to the
test. The experience was hosted on Twitch,
where fans could chat with one another,
participate in polls and post shoutouts.
Xbox global product marketer and streamer/
host Kelly Lombardi and Xbox community
manager Malik Prince served as hosts of the
competition.
Leveraging Xbox's new Xbox Studios, the
team created a hybrid IRL/virtual hangout.
A custom photorealistic 3D digital set was
infused with physical elements to give a depth
of field for the broadcast experience. The set
featured Xbox memorabilia and fandom with
artwork. There was a FanFest Trivia trophy
displayed; Xbox throwbacks were peppered
throughout the space, which was designed as
the " ultimate gaming hangout. "
On the content side, a diehard gamer
helped draft up trivia questions. Held over 10
rounds, with five questions each round, the
content was challenging and clever enough to
keep fans engaged for 90 minutes, according
to the team. Fans battled for a shoutout on the
leaderboard and competed for prizes offered
to the top 500 players-from gift cards to
Microsoft Rewards Points to controllers to an
Xbox console.
Xbox also put fan favorites and community
legends up on the main stage. Sandwiched
between rounds were Larry Hryb, AKA
Major Nelson, and Phil Spencer, Microsoft
Gaming ceo, who kicked off the event with
a hype video. Other Xbox team members
like Brina Hatcher, Bobby Sithimorada and
Ethan Rothamel made appearances to give
fans behind-the-scenes looks at life at the
company.
Ultimately, more fans signed up,
participated and played than any other event
Xbox has held, according to the team. More
than 7,000 FanFest members signed up to play
before the game, and viewership was up 1,412
percent from 2021 and across 52 countries
(despite not utilizing any paid media). GG.
94
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Event Marketer Summer 2023

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https://www.nxtbook.com/accessintelligence/EventMarketer/evm_sb_october-2024
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https://www.nxtbook.com/accessintelligence/EventMarketer/evm_mrd_december-2023
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