Magazine article Marketing

DIRECT: Xbox Appoints Tequila for Pounds 3m EMEA Activity

Magazine article Marketing

DIRECT: Xbox Appoints Tequila for Pounds 3m EMEA Activity

Article excerpt

Xbox, the Microsoft-owned gaming console, has hired Tequila\London as its UK and EMEA marketing agency as it seeks to reposition itself across the continent and catch up with Sony's PlayStation 2.

It has handed the agency what is thought to be a pounds 3m brief, following a competitive pitch, to manage its marketing across the region, both on a regional and market by market basis.

Tequila's first task is to develop a brand framework toolkit for Xbox's European subsidiaries. It will be responsible for finding partners and developing promotional programmes for game launches.

Microsoft has established partnerships with BT, NTL and Telewest, and is in talks about setting up gaming-only broadband packages. It is also negotiating with other companies, including Interbrew, about setting up partnerships to create promotions. It is in talks with a number of media companies, including MTV.

Tequila, which won the business on the back of its experience with youth brands, such as Adidas and the army, will additionally manage the Xbox Megacruiser, a touring unit that targets festivals and aims to create the ideal gaming environment. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.