Microsoft’s Latest Marketing Extravaganza (with Real Elephants!)

Microsoft isn’t usually known for great marketing campaigns.  That’s true to a point, of course, but that’s because Microsoft’s main audience is the corporate world and – to be frank – the Shells, HSBCs and Coca-Colas of this world don’t exactly determine their global IT expenditure on what adverts Microsoft punts onto TV.

However, Microsoft does have a large (and still rapidly-growing) line of consumer-facing products and services.  Windows 7, Windows Live, Xbox, Zune, Microsoft Auto, KIN, and the forthcoming Windows Phone 7, to name a few…  And – remember them or not (and I’m sure you will when you actually think for a moment) – there have been some really effective marketing campaigns to match (Halo 2’s I Love Bees campaign) being one of the most prominent.

However – for this year’s E3 event, and to promote the launch of Kinect, Microsoft’s marketing machine have really outdone themselves.

For those who enjoy “high-brow entertainment”, you will undoubtedly have come across the Cirque du Soleil.  In which case, you’ll know the quality of spectacular shows that these folk put on.  Oh – and how expensive they are… 🙂

Well – Microsoft’s Xbox unit commissioned a totally custom, one-off show for the E3 launch.  That’s right – custom costumes, custom stunts, custom music (played by a live orchestra, as per Cirque du Soleil tradition) – even a live roaming elephant, wandering through the arena!


Yep – when it tries, Microsoft’s consumer division really knows how to put on a show!

[UPDATE: Sorry – I really should have posted a link to the video.  You won’t get to see the Cirque du Soleil extravaganza, though, but get to see snippets of it here.]

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