Xbox eyes PR for pre-launch of 360 model

PR will initially form the core of the campaign, which is aimed at sparking interest and awareness of the new product before it hits stores. The first phase, launched late last month, includes experiential days with 'hardcore' gamers, media, distributors, partners and members of the public. Tasked with taking the Xbox 360 beyond the 'hardcore' gaming community into the mainstream market, without alienating its core group of loyal consumers, Edelman will go beyond traditional media outlets, according to the consultancy's Southeast Asia managing director, Bob Grove. "Our recent research has indicated that the two most credible sources of information are independent articles in the media and personal contacts," he said. "What we need to do is leverage a credible base of advocates in the media and personal contacts, which can then educate and infuse a wider audience." Grove said creating positive word-of-mouth was crucial, while Xbox chiefs were confident a PR push would achieve the desired results. Tony Boatman, group marketing manager, Southeast Asia, Xbox, said: "We will surround different gaming audiences with a PR-driven, culturally charged, exhilarating and imaginative marketing campaign. It will be a significant driver of a consistent and integrated Xbox brand position in the market." Edelman recently added the Singapore business for Xbox to its regional remit, after incumbent consultancy, The Filter Group, was acquired by Synovate. The latter subsequently closed Filter's PR department in order to focus on its core youth marketing and research consultancy. Xbox also works with a range of different agencies for local market execution. McCann Erickson and Universal McCann will handle creative and media duties respectively across the region, with the marketing campaign expected to gather speed leading up to the March launch in Asia-Pacific. The console launched in the US last month, where company chiefs expect sales to top three million units in its first three months. But the launch in Asia is likely to coincide with the rollout of the console's main rival, the Sony PlayStation 3 -- also tipped for March -- and the Nintendo Revolution, set down for some time in 2006.