Xbox Experiential Marketing

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Genius.

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I have to develop an Experiential Marketing Campaign. My budget is R2million.

The product is Xbox 360. For those who dont know what experiential marketing is. Its basically a promotion where the consumer can experience the product. It involves touching, smelling, playing with the product. Having fun with the product is a requirement so that the consumer has ''good'' feeling towards the brand.

The idea is to have 3 Xbox games and have some sort of tri nation tournament. Games i had in mind are Guitar Hero, Forza and Fight Night or a football game.

It would take place in a mall. Customers need to play all three games and whoever scores the highest will win a prize.

Anyways, my questions to you good people are:

1) Do you think it will work?

2) What games should be played?

3) What should we name the event?

4) Of course having an exhibition like this will attract lots of people, what do we do to keep the masses entertained while they are waiting for the chance to play the three games?

We would have to inform potential customers about the Xbox, updates, new games, Xbox Live.

Another idea would be to let people play Live while they are waiting for their chance at playing the three games.

What do you guys think? I have to sumbit the proposal early next week. Any advice would be appreciated!

Thx
 
1) it'll work :D
2) add a FPS game ..... more showcase ;)
3) Xbox360 Awakening?
4) Have a plasma or two showing loops of demo vids ..... have a info desk showcasing the Xbox's other features? Have a couple of guys using Live so that people can see what it's about.
 
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Mephisto_Helix said:
1) it'll work :D
2) add a FPS game ..... more showcase ;)
3) get back on that
4) Have a plasma or two showing loops of demo vids ..... have a info desk showcasing the Xbox's other features?
Click to expand...

FPS shooters we can do but we need quik games. We cannot let customers wait too long to play. Maybe have the first scene of Gears of War?

...but then again it takes some time for your average joe to figure out how to play fps.
 
maybe have a save game a few levels into the game so that the action is already fast paced? I'd also think of COD4 and Rainbow Six: Vegas ...... and maybe try use Battlefield: Bad Company to show off Live?
 
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1) Do you think it will work?
YES :D

2) What games should be played?
FPS - with saved games
Gears - with saved games - co-op mode is awesome for something like this
Guitar Hero - go BIG with huge OTT speakers etc. :D
360 Lanning

3) What should we name the event?
Live 360
(Live can be pronounced as: I live. or Live show.)

4) Of course having an exhibition like this will attract lots of people, what do we do to keep the masses entertained while they are waiting for the chance to play the three games?

360 Demo games
LIVE
XBLA games
Sales stalls from BT games etc.
BIG screens with loops of the latest vids/demos
 
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hey Genius. are you gonna at least upload some pics of the event for us ....... seeing as we're planning it ;):p (sponsored gear coming this way would also not go astray, lol)
 
Mephisto_Helix said:
hey Genius. are you gonna at least upload some pics of the event for us ....... seeing as we're planning it ;):p (sponsored gear coming this way would also not go astray, lol)
Click to expand...

The event isnt approved yet. If its good enough it will probably be approved. If i pull it off and i get some freebies from Microsoft, ill hook you peeps up. No worries!
 
surely they'll approve it ..... can't do them any harm like. Any lurking MS execs ...... pull finger and approve this right :D

(p.s I can maybe get a rundown from my sister too .... she's an Executive events planner ;))
 
Genius. said:
FPS shooters we can do but we need quik games. We cannot let customers wait too long to play. Maybe have the first scene of Gears of War?

...but then again it takes some time for your average Joe to figure out how to play fps.
Click to expand...

Gears is too violent, you're going to have to use something like Halo. (But gameplay's easier, hmm turn all gore off and put custom 'PG' weapon sets on the maps, ie, no Lancers :p))

I would suggest focusing on the online bits, have quick 5 minute 4 on 4 multiplayer games. Have the headset there as well. Racing is always a good one (GRiD's the best looking one out at the moment) but doesn't make the product stand out.

When is it for? It'd be better if you can get the casual crowd pleasers out - Banjo, LIPS or you're in the movies, that's the target market milling around a mall. Personally I think the best thing to have out would be Banjo Kazooie multiplayer races on a LAN.

oooooo ... 4 player co-op Castle crashers!

I like Kages name idea "Live 360"
 
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Genius. said:
FPS shooters we can do but we need quik games. We cannot let customers wait too long to play. Maybe have the first scene of Gears of War?

...but then again it takes some time for your average joe to figure out how to play fps.
Click to expand...

IMO if you are going to have a tournament you shouldn't focus on non-gamers. Yes, you want to sell more consoles, ie to people who don't already have one, BUT you have a big tournament type thing, which will create a lot of hype in the mall. You offer substantial prizes for the winners. People will simply be intrigued by how serious people are about gaming. If I was thinking bout getting an Xbox and I walk into a mall and see people competing in a tournament where the first prize is substantial, I would definitely get myself one. Especially if there are going to be more tournaments. I say you start a league, and have competitions like this on a regular basis, focusing on some good games. Maybe a FPS or two, a racing game, a fighter like Soul Caliber, etc. You can have a separate category where the winner(s) is/are decided across different games, but your more serious competitors will definatley have their faves/specialties!

Even if you do have stuff thats more casual, the hardcore gamers are gonna dominate ANYWAYS!

But you can have other consoles on the side where anyone can pick up and play the more casual games....
 
Thx for all the input guys. Some good points.

Got me thinking, are there any new gadgets or innovations Xbox has released over the past 2 years that can be displayed at this event?

Somebody gave me an idea and said if there were around 10 new innovations for Xbox that Microsoft sells, this will be the perfect platform to show it off.

Thx again!
 
Be very careful of selecting violent games for a public event. I would say Guitar hero is a must, it's popular fun and for the whole family.
After that you need a fighting game. Which one I have no idea.
And maybe a FPS like halo / Unreal tournament 3 (be careful of the strafe left bug with UT3 on some gamepads). Damn EPIC needs to fix that fast.
Also be careful of the racing games. I can renmeber when Grand tourismo IV was popular. They had a whole racing wheel seat, pedal setup etc. Just not the same with only a gamepad. Although if the XBOX360 have that you could market it.
The main problem is most of the "cool" games on the XBOX360 you blow and stump people's brains out.
 
Sex sells. You need some models or something who are scantily clad, to maybe show people around? Be fair now, most people who will be interested, are male, and men like hot women ^_^
 
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