Launch of the next-generation console and Microsoft Game Studios games in Poland
Profile
Xbox 360 is the highest-performance video gaming and entertainment console. The system offers a next-generation online gaming service, Xbox Live, and extraordinary digital entertainment experience so popular among the gamers. In 2005, Xbox 360 was launched in North America, Western Europe and Japan. Now, in 2006, it is being introduced to Poland and other countries. By the end of 2006, console sales reached 10 million devices worldwide.
Microsoft is an international supplier of computer software, server applications and IT solutions for consumers and organizations. Microsoft Corporation was founded in 1975 in USA. The company’s Polish branch has been operating since 1992. Microsoft employs globally over 60 thousand experts in various domains, including 230 staff in Poland.
Potential issues
Dominant position of competitive products. The need to integrate the dispersed gamer community. High prices of games and consoles. Unfavorable conditions for introducing the Xbox Live service.
Goals
Launch of a new product, the Xbox 360. Building the brand awareness. Brand positioning among reporters, gamers, and show business (music, fashion, etc.).
Strategy
It was planned to strongly announce the launch of Xbox 360 in Poland and enable as much people as possible (including members of the general public and media representatives) to get hands on the product in line with the “Xbox 360 redeems itself” principle.
Activities
The activities began with first interviews, editorial tests as well as holding a larg lifestyle event with live performances, fashion show and Xbox 360 presentation. The event was aimed at communicating the entry of Xbox 360 on the Polish market 2 weeks before the actual launch of the console.
Results
The launch event gathered over 300 guests including around 20 VIPs (e.g. Reni Jusis, Borys Szyc, Olivier Janiak, Maciej Dowbor, Marcin Mroczek, Abradab), 5 TV stations, and 10 photo agencies. There were many journalists present. Publications in various media appeared right after the event. Further on, the “Gears of War” and “Viva Pinata” games received good ratings and opinions as well. 2006 was closed with nearly 100 press publications on Xbox 360, and a few titles even honored the Microsoft console by publishing cover information. Through an increase of interest in consoles and games, a national discussion was animated on the impact of games on young people, on opportunities and threats they bring.