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.]