Edelman provided PR support for the launch of the Xbox One console in the UAE in September 2014.
Faced with the challenge of a staggered local launch date, Edelman worked closely with tech, gaming media and bloggers, seeding them with Xbox One consoles and popular blockbuster titles available only on Xbox One.
A number of one-on-one sessions with the local Xbox leadership helped spur interest in the console prior to the midnight launch event.
The launch week resulted in over 50 media stories, spanning print and online, with a total AVE of over $106,000. Xbox One was also subsequently awarded “Tech Toy of the Year” by Stuff Middle East Magazine and was the number one selling console in the UAE in its launch month.