The app debuted on the gaming platform yesterday and represents the marketer's most extensive Xbox push to date. "We saw opportunity on Xbox in the sheer numbers on their service and the recent changes occurring on Xbox with more users spending time in apps and less time playing games," said Ford/Lincoln Social & Emerging Media Analyst Brian McClary.
McClary added that Ford is not new to Xbox, having seen success on the platform with previous campaigns for the brand's 2012 Fiesta, MKZ Hybrid and Focus models.
Ford worked with its agency Team Detroit and app developer Identity Mind on the Customizer Xbox edition, which features capabilities not found on the desktop or mobile versions, like customization through voice and motion via Kinect, as well as gear for players' avatars. A contest also gives those who download the app the chance to win 10,000 Microsoft Xbox points.
"We were also excited to launch on this service because we would be one of the first few branded apps to launch on XboxLIVE and like other emerging channels, we want to learn about how the consumer interacts here," McClary said.