In October of this year, Microsoft launched a massive “This is Xbox” advertising campaign. Fans of the American corporation’s game consoles did not greet it in the best way; many assume that Microsoft is thereby devaluing the consoles. Marketing specialist Deadly Headley posted an analysis of the “This is Xbox” campaign on his Youtube channel, calling it “virtually perfect.”
The “This is Xbox” advertising campaign was launched on a large scale and everywhere: it can be seen on the street in banner format, on television, on Youtube and simply on banners on the Internet. In many large cities, advertising materials are placed in the most visible and expensive places. As the author of the video notes, the campaign effectively conveys that Xbox can be played on any device and you don’t even need to buy games to do so – just buy Game Pass.
In their video, Deadly Headley highlights several key points of the campaign:
- Many users suddenly find out that their device is an Xbox. As part of advertising, they see information about this on YouTube and other platforms.
- The campaign features memorable moments such as a cat box, an egg carton or a pair of Crocs. Microsoft uses simple linguistic techniques to make these ads more memorable and easier to understand.
- For audiences who are interested in the ad and want to learn more, there’s even an online quiz that allows users to test their understanding of the Xbox platform’s offerings.
Deadly Headley notes that Microsoft did not dilute the Xbox brand with its advertising, but, on the contrary, increased its popularity and recognition. They have focused their focus on a younger audience that plays on multiple devices. At the same time, it was made clear that console games remain an important, but not the only way to play Xbox hits.
Note that the Xbox team commented on the video analyzing the advertising campaign, thanking its author for the educational video.
