Xbox 360 ads to push third-party partnerships

Xbox is launching a pan-European integrated campaign promoting its forthcoming range of entertainment services, which include Facebook, Last.fm, Sky TV and Twitter.

The Microsoft-owned console is keen to position the Xbox 360 as a superior home entertainment hub to its chief rival the Sony PlayStation.

The range of internet services, available to premium subscribers via the Xbox Live online service, is expected to go live in late October, following third-party distribution deals struck in June (nma 2 June 2009)

The campaign, which begins on Friday 2 October and runs until the end of the year, was developed by creative agencies AKQA and McCann Erickson with media agency Universal McCann.

Neil Thompson, senior regional director for Microsoft’s entertainment & devices division, said it was designed to boost sales of new consoles and upgrade existing owners to the premium experience.

“The platform is growing in its diversity to offer an entertaining experience,” he said. “We want to reinforce to existing customers the great services available via Xbox Live and encourage others to join the platform by showing them what it offers.”

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