Microsoft is getting ready to launch a major advertising campaign for its Kinect hands-free Xbox control system. And Windows Phone 7 could benefit from the effort.
Kinect is a sensor that plugs into the Xbox 360 video-game console. It contains a camera, audio sensors, and motion-sensing technology that tracks 48 points of movement on the human body. It has the ability to recognize faces and voices, and eliminates the need for players to memorize commands on handheld controls.
The New York Post pegged the value of the Kinect campaign at $500 million. The system is scheduled to appear on the talk shows of both Oprah Winfrey and Ellen DeGeneres this month. Microsoft convinced Toys R Us to open a flagship store in Manhattan to coincide with Kinect’s launch on Nov. 4.
A Multiyear Campaign
“The Xbox 360 team created a multiyear, integrated campaign showcasing real people at the heart of the experience,” said Mike Delman, corporate vice president of IEB global marketing at Microsoft. “Kinect puts consumers at the center of their entertainment and our marketing efforts follow that same charter.”
Microsoft will launch 17 controller-free games when it rolls out Kinect. It reports that pre-orders are rapidly selling out, and thousands of retailers across the country will open at midnight on launch day. But the advertising campaign could drive attention for Windows Phone 7.
“I can’t vouch for the validity of the numbers associated with the advertising campaign; however, I have talked to Microsoft spokespeople,” said Avi Greengart, an analyst at Current Analysis. “While they would not provide me with any hard numbers, they have said that Windows Phone 7 is getting the most money that any Microsoft mobile release has ever gotten, and it would not shock me if Kinect got more money than any previous Xbox release.”
Mobile Synergies
Kinect can perform full-motion tracking…