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October 25, 2013

Marketing – Xbox One Invitation Advertisement

by Master Pillow

With less than a month till the launch of Microsoft’s next-gen console many have been asking why marketing has not ramped up for the product considering rival Sony has already begun its teaser ad campaign for its Playstation 4.  Well, wait no more as Microsoft has finally begun its massive marketing blitz for the Xbox One by recruiting some celebrities to bolster its multi-million dollar campaign.

While the very mention of using celebrities to sell product can lead to many groans this particular ad at least uses them to emphasize its main point of casting ordinary citizens as heroes within imaginary fantasy worlds.  It’s an at-times tired concept that has been used before but the ad is certainly very slick, focusing more on games than the console’s other selling points.

One of the biggest gripes video game fans had with the initial Xbox One reveal was the strong emphasis on non-game elements like the NFL integration and Kinect functionality and this ad goes a long way to focusing on what day-one buyers actually want.  Also, it highlights some of the key launch titles in Ryse: Son of Rome, Dead Rising 3 and Forza 5.  Obviously, the lead title here is Titanfall although, that game isn’t due to drop till March 2014.  Still, it makes sense to highlight what is Microsoft’s biggest exclusive over Sony at this point in time even though it is not a launch title.

Running at over 90 seconds the ad is certainly on the long side but at least it casts an optimistic next-gen tone while also being light-hearted (gotta love Zombie humour).  As a final note, I wonder what Zachary Quinto is thinking right about now.

The Xbox One launches in 13 territories on November 22, 2013.

© 2013 The Galactic Pillow

Marketing – Xbox One Invitation Advertisement

Behind the Scenes Making Of Xbox One’s Invitation Advertisement

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