Microsoft has signed up England football captain Steven Gerrard and Star Trek’s Zachary Quinto to star in a new advertising campaign for the upcoming launch of the Xbox One console.
The global campaign is being mounted to build anticipation for the consoles launch next month as it prepares to go head to head with Sony’s rival PlayStation 4 device.
It will be the largest campaign ever conducted by the console brand and is likely to cost Microsoft in excess of $100m to pull off.
Both stars will appear in character alongside top game characters from series such as Dead Rising 3, Ryse and Titanfall to ’invite’ users to embrace the games console.
Microsoft ‘s Invitation will dovetail with cinema, retail, radio, digital and social marketing as well as tie-ups with major brands such as Dorritos and Mountain Dew.
The campaign launches online today and breaks in the UK next week ahead of the official launch on 22 November.