Microsoft Spending Half a Billion on Kinect Launch
Date: Friday, October 22 @ 09:38:52 UTC
Topic: Xbox 360
The NY Post reports Microsoft is set to spend $500 million dollars in marketing Kinect, the Xbox 360 controller-free camera, this holiday.
"Kinect is the largest, most integrated marketing initiative in Xbox history, bigger than its launch," said Robert Matthews, general manager of global marketing communications for Xbox. "We are going to be spending millions to launch this globally."
The device will appear on soda cans, cereal boxes, television, magazines and the Internet.
"The campaign started 18 months ago when Don Mattrick and Steven Spielberg stood on stage at E3 to announce what would become Kinect," Matthews added. "The video we produced for that occasion went on to become one of the most watched viral videos of the year, according to Advertising Age."
Promotions for the device include Pepsi, Kellogg's cereal, Nickelodeon, YouTube, Disney and People magazine. Microsoft is also planning a launch event at Times Square in New York City.
Kinect is set to launch worldwide this November.
News source: http://uk.xbox360.ign.com/articles/112/1128566p1.html
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