Xbox can’t get Kylie Minogue out of its head

Microsoft Xbox 360’s Kinect game Dance Central is to be the headline sponsor of Kylie Minogue’s upcoming 35 date European tour.

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The sponsorship will be supported by a multi-channel European marketing campaign which will run across all social media and Xbox Live’s and Kylie’s website.

Xbox says the campaign will continue to widen its appeal among a broader range of consumers and is putting “significant investment” into paid online media, public relations and experiential activity.

The campaign will challenge fans to “out dance Kylie” and will encourage them to upload videos of their best performance to the “can’t get you out of my head” routine.

Xbox has also been given exclusive backstage access to rehearsals for the tour and will feature exclusive interviews with Kylie in a series of webisodes across the Xbox European Facebook pages.

The Dance Central game will also be available on Kinect “pods” at every venue on the tour which begins in Herning, Denmark on 19 February and culminates in London on 12 April.

Last year, David Beckham replaced Kylie as the “most powerful celebrity”, according to Millward Brown’s celebrity and brand (Cebra) research.

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