PR Team: Edelman PR
Campaign: US launch of Xbox
With three times the graphics power of existing consoles, a built-in
hard drive, and a plug for high-speed internet access, Microsoft's Xbox
claims to be the most powerful games console ever.
To 'take gaming into the future' and outsell brand leaders such as
Nintendo's Game Cube and PlayStation 2.
Strategy and Plan
There were two main challenges facing the PR team: doing battle with the
other console giants and successfully breaking into a market that is
The launch event, however, proved that with enough glitz and glamour,
it's still possible to break into the big time.
Toys'r'Us opened the doors of its new international flagship store in
Times Square, New York City, at midnight on 15 November, just to sell
Times Square was illuminated with the Xbox logo and visuals from some of
It was attended by thousands of hopeful gamers, many of whom had waited
all day and night, to be among the first people in the world to get
their hands on the product and to watch Bill Gates facing off against
WWF wrestling champion The Rock in a friendly game of Dead or Alive
Measurement and Evaluation
Nearly every major newspaper in Britain picked up on the US event. The
product has also won high levels of support from retailers and games
As Xbox fever grows, it looks as though the console will be a must-have
item in the US this Christmas.
Unfortunately for UK retailers, it is not due to launch in Europe until
14 March 2002.
A total of 1.5 million consoles are planned for shipment to Europe for
the first three months of next year.
Prior to the launch, the Xbox Experience - providing a taster of the
console - will visit London, Birmingham, Manchester and Glasgow.