Diary: Hit or Miss ... Microsoft plays up

Microsoft's Xbox gatecrashed the launch of Sony's PlayStation3 last week in London - by issuing queuing gamers with chairs marked with a link to an Xbox 360 website. Jackie Cooper PR senior vice-president Dave Bennett said his team had wanted to leverage the 'interest around the launch in a fun, mischievous way'. He said that, although the story did reach traditional media, it started at grassroots level with JCPR emailing pictures of the chairs to contacts in gaming blogging. 'After that it snowballed,' Bennett added.

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