We set about creating bespoke Kinect experiences for each audience, ensuring they fitted naturally with their existing behaviours.

For ‘Hyper Socials’, socializing with groups of friends – physically and digitally - was the insight that led to the creation of a central London ‘social destination’. Through Facebook they could book exclusive Kinect Galleries sessions to be the ‘first to play’ Kinect with friends.‘Family Timers’ were openly invited to get their families playing together by Kinect On Tour’s mobile living room visiting major UK leisure attractions.Both Galleries and Tour guests received videos of their experience to share via social media.

Microsoft deemed the campaign an outstanding success. By creating physical and digital advocacy for Kinect across the UK, the programme acted as a platform for Xbox 360 PR, media and retail partners to leverage their marketing effort. It spearheaded a launch programme that led to unprecedented sales results when Kinect launched in retail during November 2010.It also worked wonders with consumers. With 41.5k trialing at Kinect Galleries and on Tour representing over 7000 hours of pre-launch gameplay witnessed by 200,000 spectators and a further 6.6million online (4.4 million over KPI), it really did prove that ‘Seeing is Believing’.