The marketing dudes at Microsoft have a new marketing strategy – try to convince moms to buy the Xbox 360. If it works, it will be great marketing coup.
Selling the console to kids and teenagers is a pretty straightforward thing, right? But the power to buy the darn thing rests with moms. So why not try to sell the idea to moms and make them brand advocates?
That’s what Microsoft is doing by hosting Xbox 360 parties at home and inviting over fellow moms and friends. Ars Technica reports that “House Party has a database of 100,000 names of people who have provided a profile of personal information and who want to be ‘brand advocates.’ The advocates host a preplanned party to show off the marketer’s brand to their friends”
The women were given microwave popcorn, 1,600 points to spend on Xbox Live, a remote control, a three-month trial of Xbox Live, and a copy of Scene It? Box Office Smash in order to push the console on their guests. They had to provide their own systems.
The idea is that if you can get someone excited about a product, they will share that enthusiasm in their home when they throw the party, and guests get to relax and try the system without feeling the same pressure they would in a store. Does it work? That’s arguable, but it certainly puts new faces in front of the console and gives people an excuse to have a party.
Good luck to Microsoft. I think they’re on to something. I just hope it works. While, you’re at it, try to send my mom an e-mail. Best of luck if you can convince HER.
Cheers!
