SYNOPSIS:Life in High Definition – Xbox UK’s Digital Entertainment and Lifestyle online hub - all the great things you can do with your Xbox beyond gaming, focusing on high definition entertainment experience. OBJECTIVES:•Increase awareness that Xbox is more than a gaming console (drive sales).•Raise awareness of Xbox HD gaming & external HD DVD drive.STRATEGY:•Inform /engage users about entertainment/ HD capabilities of console in fun, accessible way online. Bring personality /emotion to technology. Explain confusing HD jargon.AUDIOVISUAL :•Audio–visual/ technology enthusiasts.

•16-30 year old males.•Familiar with emerging digital trends, research online.