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Kinect marketing: $500 million

Posted on Monday, 18 October 2010 by Speed, source: NY Post
The NY Post is reporting that Microsoft is backing the launch of its motion controller, Kinect, with a $500 million marketing campaign. As comparison: the original Xbox launched with a similar amount but they then used part of that money to keep the price down.

This time around Microsoft has struck a promotional partnership with Burger King. Roughly 400 million cans of Pepsi and Diet Pepsi will plug Kinect, along with 60 million cereal and snack boxes from Kellogg's.

Meanwhile, some 7,000 retailers will stay open past midnight on Nov. 4 -- the day Kinect goes on sale -- to stimulate demand.


Kinect will take over YouTube's home page and have a big presence on Nickelodeon and Disney digital properties. Microsoft, with the help of its media-buying agency, Universal McCann, is spending ad dollars in places it doesn't normally to target moms as well as kids.

TV spots, created by AgencyTwoFifteen, will pop up on ABC's "Dancing with the Stars" next Monday and on Fox's "Glee."

The print ad buy includes titles such as "People" and "InStyle," among others. Microsoft's Xbox team is also organizing a major outdoor event in Times Square, where many of the huge billboards will show Kinect ads.
If you ask me: Insane! But it will probably work...
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