Microsoft Gears Up for Holiday Season

November 20, 2006 | By: David Radd

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With the competition having just launched, Microsoft needs to hold its ground. We speak with Microsoft's Jeff Bell about the company's Xbox 360 marketing strategy, part of which obviously involves the blockbuster Gears of War. Bell also seemed to confirm that Gears is indeed being planned as a trilogy. More within...

This holiday season marks the first major engagement in the greater console war. Sony's PlayStation 3 and Nintendo's Wii are finally available for consumption. It will also mark the first holiday Xbox 360 will have to directly compete against next-gen competition.

And a tough challenge it will be. They're facing in Nintendo a competitor that has a cheaper system and a lot of excitement over its controller. Sony is offering up the sequel system to two of the most popular home console systems of all time. Both of these systems sold out their initial stock on the first day of availability.

Of course, Microsoft has an equal chance for opportunity this holiday. With supply unlikely to meet demand for either the PS3 or Wii, the established and readily available 360 has an opportunity to pick up some sales. Plus, with a year on the market, the system has easily the most established next-gen title library. We talk with Jeff Bell, Corporate Vice President of Global Marketing for Interactive Entertainment Business, about the Xbox 360's second holiday push.

One of the Xbox 360's main ads this holiday season is "Next Generation Now." If you've watched any TV, you've likely already seen it: a series of Xbox 360 titles animate and fly into the air coming together to make the larger image of the 360 console itself. There's another ad with a light green thatched world that emphasizes Xbox 360's online capabilities. They both end with the same message: "The next-generation is now."

"The Xbox 360 campaign creates a wonderful green world where everyone is welcome," said Bell. "We have games that everyone can enjoy. The Xbox 360 invites everyone to play the best games on our next generation console right now! Play with friends on Xbox Live. Play in freedom and fun with our wireless accessories. Why wait? You can jump in right now! The advertising campaign is called 'Next Gen Now,' and illustrates the amazing library of 160 high definition games we will have available this holiday."

"The goal of the Next Gen campaign is to emphasize that the next generation of gaming is here... and that Xbox 360 is the best console to have in this next generation," he continued. "The Xbox 360 has defined the next generation of console gaming with high definition content, wireless experiences and we continue to build our lead online with more than 6 million Live subscribers expected by next June. The campaign complements the Xbox brand and titles work with a layer that is focused on all of the many elements that help make the Xbox 360 the best experience. From the variety and volume of games available on the Xbox 360 (there's a game for everyone) to the wireless accessories that give you more freedom than ever before, to Xbox Live where you can connect and play with your friends anytime, no matter where they are - the Xbox 360 experience truly defines the next generation of gaming. Creatively, we knew we needed a strongly branded campaign that would bring to life the idea that Xbox is all about play and having fun, while very directly talking about the benefits of specific Xbox accessories and products."

Easily the biggest game for the 360 this holiday season (and probably ever, given its short life time) is Gears of War. Lauded as a technical showpiece since it was first unveiled, the game has proven out to be a critical darling as well. While the sales results for the month of November aren't finished, it is likely that the game will be the top seller for the system and perhaps tops across all systems.

"Gears of War is a popular culture phenomenon in the making," asserted Bell. "Our launch creative drives interested consumers to our website. Over 250,000 people have viewed the ad on YouTube, and there are dozens of versions which users have created and shared. When consumers are this fanatical, you must have a rich and immersive website. AKQA has created a site which takes you through a series of flashback videos that provide hints and clues to various aspects of the game's storyline. It encourages people to sign up for more information and begins the Gears of War community.

"Gamers today demand an excellent story in their games; they need to know what's at stake, and why they should care. Excitement tops the list of desired emotions, but they want to be scared, too. They want the rush that comes from being scared by an enemy or trapped in a dark room and escaping with their lives. The goal of this ad is to establish Marcus Fenix as the hero of the Gears of War trilogy. The intention is to create emotional connection with him that is lacking in typical third-person action title marketing, by communicating a sense of desperation, loneliness, overwhelming odds, and the ultimate futility of the situation he faces."

[Note: Although Gears designer Cliff Bleszinski has hinted multiple times that he would like to make Gears into a trilogy, Bell's comment appears to be confirmation.]

The Xbox brand from the start has had a perceived connection to older, more "hardcore" gamers. Since the 360's launch, there's been a noticeable attempt on Microsoft's part to appeal to younger gamers, whether with titles like Kameo or advertisements that focus on real world play. Microsoft continues this trend with Rare's latest title, Viva Pinata and their new live-action ad, Cops & Robbers.

"Cops & Robbers builds on the success of last year's launch campaign, which won a Silver Lion at Cannes," explains Bell. "This is an aspirational brand creative which is engaging and playful. Xbox is about getting together with friends and playing in fun, new ways. The premise behind Cops & Robbers is a grown up version of the childhood game we've all played; it captures the excitement and exhilaration brought on by the chase. Jump in!"

"Viva Pinata is the mass-appeal game that's the cornerstone of Microsoft's effort to broaden the appeal of Xbox 360 to younger and more casual gamers. We did a great job with the core gaming audience with the original Xbox, and we're confident that we'll do very well with those customers in this generation. However, we have very lofty aspirations with Xbox 360 and Xbox Live, and to meet our objectives we know that we need to reach beyond the core gaming audience. Our investment in and commitment behind Viva Pinata will demonstrate to customers, retailers, and third parties that we are very intent on winning with this segment of the market. This property more than many others is designed to inspire the imagination of people of all ages-- via a popular animated TV series currently airing on Fox and through the Xbox 360 game," he concluded.