Microsoft: Journey to 360 - the game has changed
Issue
Launch Microsoft’s next generation gaming console the Xbox 360.
Challenges
Position Xbox 360 as an entertainment brand; ensure purchase at launch; sustain excitement beyond US/Europe release.
Insights
Consumers like to experience technology products before purchase and liken the launch of video games/consoles to movie premieres.
Creative
The game has changed.
Campaign
The campaign targeted gaming, technology and lifestyle press. Partnerships with youth media outlets MTV and Nova facilitated mainstream interest in the product launch. Celebrities were invited to an unveil party that gave the console cool celebrity credibility. Midnight launch madness in the Sydney CBD with a street party atmosphere had gamers lining the street at midnight. Gaming press were sent to the US to experience first hand the development of the console. Commonwealth Games sponsorship leveraging via consumer experiential spaces and placement of the console in the athletes village helped to drive post launch coverage.
Results
The campaign was the most successful entertainment launch in Australian history, with sales of more than A$30 million in first 24 hours. Over 1500 pieces of coverage were generated and over five million people were reached in the first 24 hours post launch.