Microsoft Leaving No Stone Unturned in Marketing Kinect
Microsoft is leaving no stone unturned (or trying to do so) in marketing Kinect, a controller free gaming and entertainment experience. This product was announced earlier this year and the launch is timed to target the holiday shoppers segment, considering the expected trend regarding technology shopping.
To this end, Microsoft is going to spend a great deal of cash on marketing. The campaign around Kinect includes almost every card in the pack, from a promotional partnership with Burger King to placement of TV spots in popular TV shows as “Glee” and “Dancing with the stars”. The New York Post reports:
“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.” Microsoft launched Xbox in July 2000 with a $500 million marketing campaign, but part of that went to subsidies to make the hardware more affordable.
This time, the price (rather over-price) of Kinetic is an issue again. Ultimate branding and marketing might cover that up. But unfortunately, Microsoft is known to screw-up with their marketing efforts. Consumers were not happy with the marketing campaign of Windows Phone 7. Also, Microsoft had to close down Massive an in-game advertisement service.
Microsoft really needs to do the marketing bit right this time. The fact that Microsoft will have a lot to compete with stresses the importance of this campaign even more. Apple, Google, Sony and Nintendo are only a few of the market rivals in the various sectors that Microsoft operates in, and is pushing hard this year.
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