Microsoft started its advertising campaign recently in order to promote its upcoming Kinect motion controller for Xbox 360, which should be made available on November 4 of this year.
The new campaign with slogan “You are the controller” will include television ads, print ads, online ads, product tie-ins, store displays and PR and will cost about $500 million. The company began planning the launch 18 months ago with the help of Hollywood producer Steven Spielberg.
Robert Matthews, general manager of global marketing communications for Xbox said, that ” The Nov. 4 debut of Kinect is more than just a product launch, it’s a re-launch of the Xbox brand. Kinect is the largest, most integrated marketing initiative in Xbox history, bigger than its launch. ”
The TV spots, from AgencyTwoFifteen, a longtime Xbox agency, will pop up on ABC’s “Dancing with the Stars” and on Fox’s “Glee.” Ads, like Wii launch commercials few years ago, features people of all ages and colors and shows that “you are the controller”. The idea behind the Kinect concept is to focus less on the games, and more on the people playing and enjoying them.
Kinect for Xbox 360
Xbox LIVE with Kinect
The company also plans a heavy campaign to take over YouTube and a major presence in digital media for Nickelodeon and Disney. Microsoft’s Xbox team is also organizing a major outdoor event in Times Square, where many of the huge billboards will show Kinect ads. The print ad buy includes titles such as “People” and “InStyle,” among others.