THE CHALLENGE:Use Kinect’s revolutionary controller-free technology to redefine Microsoft’s Xbox brand as entertainment not only for traditional gamers (young men) but a mass audience. The new customer: mom, dad, sister, grandparents - everyone in key opportunity markets, worldwide.THE SOLUTION:Be the game changer, literally. At product launch, put Kinect in the centre of the home. Use dance, fitness and full-body play to reinvent games. Demonstrate the fun through direct consumer engagement, celebrity events, a comprehensive reviews program, philanthropy and aggressive news media outreach.

THE RESULTS:Exceeded global sales goal of five million units, reaching more than eight million in first 60 days, setting a Guinness World Record.Sixty percent of coverage was in media that don’t traditionally cover gaming including U.S. consumer and entertainment outlets like Good Morning America, Oprah, Family Circle, Self, Women’s Health and Late Night with Jimmy Fallon.Fifty percent of product reviews appeared in broad news media. Seventy-seven percent of resulting reviews were positive, including front cover reviews in The New York Times and USA Today.Secured 77 awards for Kinect including National Parenting Publications Awards’ (NAPPA) Gold Award, Popular Science "Best of What's New" Grand Award, and Time to Play People’s Choice Award.

Pre-launch :• Destination Imagination: A "sneak peek" event months before launch with 160+ consumer media, influencers and celebrities.• Action Consumers: Active, vocal influencers within target audience became brand ambassadors in key markets to help drive purchase intent.

• Reviews Tour: A media tour in eleven cities introduced Kinect to prominent journalists at 110+ publications.• Celebrity Engagement: Two private celebrity preview events garnered early support and sparked consumer buzz and desire.

• Holiday Outreach: Aggressive campaign resulted in 1,302 stories across TV, newspaper, magazine and online media.Events on November 3, 2010 in New York counted down to launch on November 4, 2010:• Boys & Girls Clubs of America: Partnered with organization and A-list celebrity Mark Wahlberg to announce donation of Kinect units to 4,000 clubs across the country.• Dance Party: Pop stars Ne-Yo and Lady Sovereign held surprise performance in Times Square with 600 dancers.

Kinect was the biggest product launch in Xbox history. The New York Times said, "Kinect simply feels like magic." Fitness magazine praised Kinect for "getting your entire body in on the calorie-burning action." • Sixty percent of coverage from outlets that don’t traditionally cover gaming, including consumer and entertainment outlets.

• Coverage included Good Morning America, Today Show, The View, Oprah, The New York Times, Los Angeles Times, USA Today, AP, Reuters, Access Hollywood, EXTRA, Women’s Health, SELF and Family Circle.• Total reach of all launch coverage: 524 million in U.S.; global media reach of more than 146 billion.• Cultivated 177 engaged consumer influencers including fashionistas, lifestyle gurus. This drove positive online conversation, growing the Xbox Facebook presence to more than four million fans. • Exceeded projected sales goal of five million units, selling more than eight million units in the first 60 days—a Guinness World Record.