The launch date itself was a media obstacle as Novemimmediately followed the mid-term elections, causing political news to dominate headlines, leaving little room for anything else. Once the name and additional details were revealed at E3 2010, PR was tasked with orchestrating Microsoft’s biggest global consumer product launch of the year as well as drive a third major round of coverage in less than two years. And finally, with all the efforts made to win over new audiences, PR could not lose sight of the brand’s most loyal following, gaming enthusiasts (more than 40 million Xbox 360 owners). With “motion controllers” as the only frame of reference, audiences would need to “see-to-believe” Kinect’s revolutionary new offering.
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A second challenge was getting media and consumers to understand the magic of Kinect’s controller free experiences. To overcome this challenge, the strategic decision was made to “go dark” and establish the product as an object of desire. Firstly, PR needed to prevent media saturation in order to maintain excitement and purchase intent for the product which was slated to hit store shelves more than a year after its introduction. launch on November 4, 2010.įollowing the introduction of then-codenamed “Project Natal” at E3 2009, PR was faced with several challenges. To meet such an aggressive sales goal, PR led the charge by driving excitement and desire for Kinect among consumers around the world, starting in June 2009 and leading into the U.S. The experience of controller free games and entertainment had to appeal to the masses and ultimately reach the company’s sales goal of five million Kinect units by holiday 2010. The arrival of Kinect for Xbox 360 (formerly codenamed “Project Natal”) allowed Microsoft to re-define Xbox, reach new audiences (e.g., Family Timers and Hyper Socials), and as a result, increase sales for the company exponentially. But at the Electronic Entertainment Expo (E3) in 2009, Microsoft announced a revolutionary new product that would change the way people interact with entertainment, forever changing the way people think about the brand.
Two years ago when consumers and media thought of “Xbox,” they thought of gaming.