BT has teamed with Microsoft’s Xbox LIVE to begin a digital campaign which will drive awareness of the BT Infinity service offer across the UK including the creation of a personlised branded destination experience.
The campaign will include sponsorship activity of US conference E3 content on Xbox LIVE in the UK and two advertising sponsorships this week, alongside sponsorship of VEVO and LoveFiLM beginning today and running until 14 August.
A new TV campaign will aim to drive awareness of the service, while the branded interactive experience will feature campaign characters Anna, Joe and Simon, having been developed by AMV BBDO.
The experience features the bedrooms of the flatmates, designed to showcase the core benefits of BT Infinity and offering Kinect-enabled hotspots.
Advertising through music website VEVO and film streaming service LOVEFiLM will offer Xbox LIVE users the chance to win prices through their interaction with both platforms.
Additional elements will added to each of the three sponsorship areas as the campaign progresses, including branded backgrounds for users to download.
Rohan Oommen, GM at Microsoft for Xbox LIVE EMEA said: “Xbox LIVE has provided BT with an effective new platform to promote BT Infinity, raising brand awareness by creating interactive and engaging content for their target audiences. The Xbox LIVE campaign has enabled BT to take its television commercial, and reach consumers on another platform, whilst maintaining consistency with their advertising creatives.
We’re continuing to break new ground with Xbox LIVE advertising, and enjoy setting the bar high by creating campaign ‘firsts’ that help generate very strong results. We’re pleased to have been able to demonstrate the strength and flexibility of our offering for advertisers with this project, especially as it relates to audience engagement, multi-screen advertising and showcasing the power of Kinect and Xbox LIVE.”
Dominic Gains, senior marketing manager at BT Retail commented: “With BT Infinity one of our key objectives is to bring the benefits of fibre optic broadband to life for consumers. This platform is perfect for showcasing the benefits of BT Infinity in a relevant space. Our interactive experience is aimed at getting customers engaged with BT Infinity in a rich environment whilst rewarding them for it through some exciting partnerships."
Earlier this week, at E3, Microsoft announced the creation of an app which would link tablets and smartphones to Xbox 360 consoles, called Xbox Smartglass.