Microsoft has drawn inspiration from the likes of Tupperware, Avon and Ann Summers in a fresh bid to boost the Xbox 360’s family-friendly image. The console maker has recently hired around 1,000 women from a broad range of backgrounds to demo the console and its Xbox LIVE service to their friends and family, and generally spread the word to those demographics that are still belligerently buying Wiis.
The marketers have each been given a $150 pack of Xbox freebies in return for inviting their neighbours round for a spot of mid-afternoon Gears of War 2 coop to check out Netflix live streaming, photo sharing and other Xbox Live services. The pack includes microwaveable popcorn, Scene It? Box Office Smash, Xbox LIVE points and a gold subscription.
Microsoft doesn’t seem to have any problem winning over the more traditional gaming demographics with the 360, but in this console war, it’s the Wii that’s becoming the runaway winner. That’s because middle-aged mothers have actually heard of the thing and recognise it is a brand that can be trusted not to contain steroid infused space marines swearing at aliens. More’s the pity, really.
Microsoft sees these unusual tactics (unusual for gaming space, at least) as essential for continuing sales of the 360. “We’ve sold 20 million consoles to date globally since we launched three years ago,” says Heather Snavely, Microsoft’s director of interactive entertainment business global platforms. “In order to get to the next 20 million, we need to get a new audience of women and teens.” Fine, but once you get there, we’re going to expect there to be some male orientated Xbox parties, where Microsoft sends round a 24 pack of Stella and a takeaway pizza to all those people who have had one of more Xboxes replaced.
