Xbox Sounds- Pussycat Dolls
Challenge
Broaden awareness of the Xbox360 console as a family friendly console, reaching out to an audience beyond gaming
Creative idea
Xbox develop the Xbox Sounds event series, where iconic music acts would perform at iconic Australian locations throughout the summer. The first in the series saw the Pussycat Dolls perform in front of the Sydney Opera House.
Campaign
Pulse was tasked with taking the story of Xbox Sounds to the mass media, broadening Xbox’s reach beyond the gaming and technology press.
Pre-event outreach targeted news , lifestyle and music media to build buzz and hype for the event.
To maximise the post-event coverage Pulse targeted media from lifestyle, broadcast and major news outlets, offering access to the performers, spokespeople and other talent for news and feature stories.
Outcome
Local and international coverage of the event reaching an audience in excess of 60 million.
105 pieces of coverage were secured with 82% of these pieces occurring in consumer lifestyle, news or broadcast media
