Microsoft Reaches Off-site Viewers via Live TV Show - Event Marketer

Microsoft Reaches Off-site Viewers via Live TV Show

DB_Gold_Microsoft_2010 Ex
Brand: MICROSOFT XBOX
Agency: ZED INK
Year: 2009

For the June 2009 E3 Media Briefing in Los Angeles, which revealed Project Natal, Xbox 360’s new “controller-free” technology, along with the Beatles Rock Band title to consumers and the press, Microsoft leveraged live television broadcast on G4 TV, a television station that specializes in tech and video game programs and covers E3 every year. The strategy transformed the briefing into a live television show, designed to be as exciting for the off-site viewers as it was for the live audience.

The set, which served as the television studio, was designed with three concentric, elevated staging circles, with a lighted fiberglass honeycomb cloud backdrop. An Xbox 360-themed green floor finished the look, tracing paths around the stage platforms for the briefing. After the event, fans and reporters hit the rooftop of The Standard Hotel in downtown L.A. to play the new games and try out the Project Natal system. The event garnered more than 9,100 global print, online and broadcast placements and more than 940,000 online video views. All in all, more than 10 million viewers witnessed the event on G4 television and over the Internet.

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