Microsoft is conducting an agency review in the UK in preparation for a campaign repositioning the Xbox 360, reports NewMediaAge. The company is asking agencies for proposals for changing the way consumers perceive the console, presenting it as an entertainment center rather than a game system. NewMediaAge says Microsoft’s strategy extends to digital including social media, and also has an experiential marketing component. The account is worth about 1.5 million GBP.
Read more at NewMediaAge.