Cross-pollinating

Xbox, the video game system from Microsoft, had a message for consumers: We are the ultimate in online game play. How to get out the message? Since Microsoft lives and breathes integration on its product side, it made sense for the brand to integrate its marketing communications.

MS created a two-pronged promotion and public relations drive for the 2004 Xbox campaign, via work by New York City-based Alan Taylor Communications (ATC). The campaign was built around a contest to find the best sports video gamer in the land, cross-promoted with the NBA, Foot Locker and retailer GameStop.

In September 2003, ATC began p.r. for the Xbox Sports Network World Championship (XSNWC), an online skills-based game in which players competed against other gamers in a series of single-elimination rounds. Rounds were played on the Xbox Live gaming platform and through xsnsports.com.

A sweepstakes was launched in January 2004 via 1,500 Foot Locker and GameStop locations. The winner received an all-expenses-paid trip to the XSNWC to play Xbox against NBA star Shaquille O’Neal. The sweeps was promoted via P-O-P and highlighted on NBA.com and NBA TV. Radio spots began Feb. 2, offering listeners the opportunity to win VIP access to the Championship. In addition, to drive participants and media, more than a dozen NBA players appearanced at Foot Lockers throughout the U.S.

A bounce-back coupon drove sales; if consumers bought $75 worth of merchandise, they got a $5 coupon for Inside Drive, the NBA game in the XSN portfolio, at GameStop. (According to GameStop, during the promotion period, stores redeemed a surprisingly modest 39 “$5-off NBA Inside Drive” coupons.)

In February 2004, eight finalists were flown to L.A. to compete at an event hosted in the House of Blues by O’Neal. The top two gamers battled for a $25,000 prize.

According to ATC, a total of 60 media placements were generated, garnering over 35 million media impressions for the inaugural XSNWC. USA Today ran a feature story previewing the XSNWC. Hometown stories were also secured for six of the eight finalists in publications such as the Buffalo News (in New York) and Albany Herald (in Georgia). At the House of Blues, NBA star Antoine Walker conducted a Satellite Media Tour (SMT) discussing the XSN World Championship with broadcasters. Walker also appeared in-studio to promote the XSNWC on FOX Sports Network’s Best Damn Sports Show Period.

Following the event, a Video News Release (VNR) was shot using captured footage from the XSNWC. The VNR was distributed three times nationally and resulted in broadcast segments on 25 local TV affiliates.

Building on the first XSN World Championship, a similar event was held in San Antonio in March 2004, scheduled to coincide with the NCAA Men’s Basketball Tournament. Microsoft says that plans for a 2005 XSN World Championship are under development.

Wayne Henninger is a writer and p.r. professional based in Washington, DC. He can be reached at [email protected]

Integrating Sweeps and P.R.

XSN Sports World Championship and Sweepstakes

When Sweepstakes from Jan. 19, 2004 to Feb. 2, 2004 P.R. from Dec. 29, 2003 to Feb. 12, 2004

Client Microsoft Xbox/Charlie Scibetta, PR Manager,

Agency Alan Taylor Communications/Bret Werner, VP; Ryan Mucatel, Sr. Account Supervisor; Samira Zebian, Sr. Manager of Sports Marketing; Charles Leone, Sr. Account Executive; Joe Flores, Account Executive.

P.R. Budget “Low six figures”

Media coverage