Fulcrum created the idea of an Xbox Brand Ambassador, in the form of an Xbox Avatar, to sell Xbox LIVE Memberships, across all marketing platforms. In this concept, we enlisted an Xbox Personality to voice the Avatar, who guided users through the many benefits of an Xbox LIVE membership, and any other questions they may have based on all Xbox touch points. As a result of north American success, the project was distributed globally to all Microsoft EMEA markets, also by Fulcrum.
