Visa's Success With Xbox LIVE Tournament Sponsorship

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Executive Summary

Visa was the first-ever exclusive sponsor of the online XBOX 360 Madden NFL 07 Tournament, a move that saw big gains in goodwill and brand awareness with XBOX LIVE gamers. Many American adults already have a Visa card - so the company needed to reach out to current and past customers while attracting new ones. As an exclusive sponsor, Visa branding was a key part of all messaging for the Madden NFL 07 Tournament - on XBOX.com, on the XBOX LIVE user interface, and on the registration page for the tournament. Measuring a sample from three groups of Xbox LIVE subscribers those who hadn't yet seen any of the sponsorship marketing, those who registered for the tournament, and those who actually played.

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