NEWS - Monday, August 11, 2003

It’s Good to Play Together

Today, consumers are reminded that "it’s good to play together." No longer just a nagging recitation to play nice with each other, it is the new tagline in a global Xbox marketing campaign that highlights the unique social and competitive gaming experiences that only Xbox can bring to consumers everywhere. The new Xbox branding campaign developed in conjunction with Landor Associates was unveiled this week in print ads for NFL Fever 2004 (the newest football simulation game for Xbox from Microsoft Game Studios) in entertainment and gaming publications. The ads reflect a long-term brand strategy developed in conjunction with Landor Associates, that will influence all Xbox marketing communications for the company’s line-up of games and services. Point-of-sale materials,, promotions, events, packaging, and PR activities will all reflect the rich interactive, social and competitive entertainment experiences that Xbox delivers. The NFL Fever 2004 print ad, created by McCann Erickson, debuted the execution in the new Xbox campaign by highlighting the provocative nature of competition with the headline, "Nothing unites a group of strangers like pure contempt for the guy in first place." The copy runs above a series of gamer images - losers on the left and winners on the right -- and highlights the game’s competitive offering, which now includes XSN Sports functionality, the innovative team and competition feature enabled by Xbox Live and the web. Hitting on fresh competition, something for everyone and bringing people together, the ads tie together the notion of people coming together to play and compete. In the ads for every Xbox game, including Project Gotham Racing 2, Amped 2, Grabbed by the Ghoulies and other new offerings for this coming holiday, consumers who have yet to experience the thrill of coming together to play Xbox or log on to the Xbox Live online gaming service, will get a glimpse of what it’s all about. Every global ad will showcase the social entertainment value of Xbox video games. U.S. print ads for the new Xbox advertising campaign began hitting print publications the week of August 4, while U.S. broadcast begins airing week of August 25. International roll-out begins in September.


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