Microsoft Entices Press with High-End Lounges
At the 2008 E3 Expo video game summit July 14 to 17, Microsoft implemented a series of high-profile moments to showcase the new features of Xbox 360 and Games for Windows to gamers, media and consumers.
The primary press briefing was simulcast live in Los Angeles and New York City via a proprietary television network to 10 million viewers. Microsoft also invited media to a series of parties and high-end branded game play lounges.
Off site, the Xbox Lodge at Ciudad Restaurant was transformed into Xbox 360 Ground Zero with interview stations, lounge areas and 25 game stations where the media could interview executives and play exclusive demos of unreleased game titles. The campaign generated more than 5,000 impressions.