Microsoft’s Confusing Xbox Campaign: What Does it Mean?
You know what an XBox is, right? Even if you don’t have one because you prefer PS5 or PS5 Pro. Or even if you’re not interested in gaming at all, you’e probably never felt the need to ask deep ontological questions about the nature of Microsoft’s gaming console.
A New Campaign
But Microsoft begs to differ. It thinks people still need to know what an Xbox is. And it thinks the way to clarify that is to point out what an Xbox isn’t… At least we think that’s the idea.
The Ads
Microsoft’s ‘This is an Xbox’ campaign comprises a series of ads for online, digital billboards and buses. The aim is to show that Xbox players can use TVs, laptops, handheld gaming PCs and VR headsets to play.
What’s the Point?
According to Craig McNary, senior director of Xbox marketing: “This Is an Xbox invites people to play with Xbox across multiple devices and screens. It showcases the evolution of Xbox as a platform that extends across devices, with bold, iconic, fun visuals and a light-hearted tone.”
Confusion Reigns
In a way, perhaps Microsoft’s campaign works since it has people asking a question they thought they knew the answer to, namely, “what on Earth an Xbox?” The problem is that it’s so confusing, it doesn’t exactly make me inclined to discover the answer. The public and even other brands are wondering what other products might also now be an Xbox, turning the campaign into a meme already.
Conclusion
While the campaign may be generating engagement, it’s unclear whether it’s achieving its intended goal of clarifying what an Xbox is. Perhaps a more straightforward approach would be more effective. Nonetheless, it’s an interesting experiment in marketing, and it will be interesting to see how it plays out.
FAQs
Q: What is the purpose of Microsoft’s “This is an Xbox” campaign?
A: The campaign aims to show that Xbox players can use multiple devices and screens to play.
Q: What devices can Xbox players use?
A: According to the campaign, Xbox players can use TVs, laptops, handheld gaming PCs, and VR headsets.
Q: Is the campaign successful?
A: While it’s generating engagement, it’s unclear whether it’s achieving its intended goal of clarifying what an Xbox is.
Q: What is the tone of the campaign?
A: The campaign has a light-hearted tone, with bold and iconic visuals.
