Microsoft’s video…

Microsoft’s video games console Xbox is launching a £2.5m European campaign, created by Agency Republic. The campaign revolves around the Xbox strapline ‘Playmore’ and will largely consist of online advertising in the form of interactive e-mails and applications that users can download and send to friends. The first phase of the offline ads focuses on a 24-page ‘brandzine’, which will be sent out to brand-influencers in media and entertainment, such as journalists, DJs and people who Microsoft believe reflect the brand’s values. Future offline campaigns have yet to be confirmed, but it is expected that they will involve print media. Microsoft’s playmore.com website has also been revamped and will relaunch on Friday. The updated website will have a new user interface and feature games information as well as content that users can download.