"Interactive stands have been strategically set up in key mall centre courts around the country, where gamers can register and experience the Xbox, as well as its wide range of games," adds Willson. "Unlike some new technology on offer, this product has real entertainment value and it's vital to experience a product of this nature first hand."
Young, vibey promoters with extensive product knowledge will be on site to interact with gamers, explain product benefits and describe the product range to interested consumers.
"The Microsoft Xbox 360 campaign required a holistic and memorable brand communication solution with touch and feel dimensions," adds Trevor Ormerod, MDr, Primedia @ Home.
Targeting males between the ages 20 - 30, in the LSM group 5 - 10, the campaign will run for four months, until the end of December 2006, with Christmas motivating a large part of sales. An SMS element has been added, allowing new purchasers of the product additional chances of winning great prizes.
