Microsoft teams with youth market on Xbox
NEW YORK--As Microsoft makes its first push out of operating systems and business software into a multibillion-dollar video game industry dominated by Sony and Nintendo, it is teaming up with SoBe drinks, Vans sneakers and the Taco Bell fast-food chain, The Wall Street Journal reported in its online edition Wednesday.
In an effort to build brand awareness for its Xbox system, Microsoft is featuring the machines on SoBe's three-month, cross-country "Love Bus" tour, the report said. Through late September, SoBe's fleet of eight vintage school buses will park at outdoor music festivals, street fairs and other events where people can try the Xbox out.
The Redmond, Wash., company is also co-sponsoring the Vans Triple Crown extreme sports competitions that are broadcast on network television, the article said. Meanwhile, Taco Bell, whose restaurants are operated by Tricon Global Restaurants, will air TV commercials promoting the Xbox and set up displays in its nearly 7,000 restaurants nationwide, a few weeks before the Xbox's November launch, the report said.
News source: cnet.com
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