Microsoft找來家庭主婦當Xbox 360推廣大使
Posted in Marketing Thought on Feb 9th, 2009
創新的行銷手法不一定要發生在網路上。在舊市場喊水會結凍的influencer影響不了新市場。想擄獲新市場的心，就得先找出新市場的影響力核心。想打入女性鄰居市場，先討好婆婆媽媽們就對了。
On a recent Saturday, about 1,000 women across the country moonlighted as marketers for Microsoft’s newest Xbox services.
House cleaners, hairdressers, guidance counselors and IT technicians got a $150 pack of Xbox freebies for opening their homes to at least 10 friends or relatives…
They got an Xbox party pack of freebies that included microwaveable popcorn, Xbox trivia game "Scene It? Box Office Smash," an Xbox universal media remote control, a three-month subscription to Xbox Live, and 1,600 Xbox Live points (used for game, movie and TV show purchases).
"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. We’re going after them in ways that are different than ways we’ve done before." (source)
然而這樣的創意恐怕只能在美國 - 一個擁有有多元化服務的國家才有機會落實。畢竟這個想法也是透過一家叫做House Party的公司，來專門執行”Home Party Marketing”類型的案子。
Xbox found women including Maldonado and Chicago-area resident Danielle Jamil through a service called House Party, which sets up home parties for marketers. House Party has a database of 100,000 names of people who have provided a profile of personal information and who want to be "brand advocates." The advocates host a preplanned party to show off the marketer’s brand to their friends
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