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Peter Moore Talks About MTV Marketing |
by Coola
4/16/2005 |
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Source: Gamespot.com
Xbox marketing boss tells why the new console gets it's first unveiling on MTV--and what Microsoft is saving for E3.
In 1999, Sega used the MTV Video Music Awards to introduce the Dreamcast to US audiences. The man behind that effort? Peter Moore, then marketing boss for the US subsidiary. The following year, the VMAs were the chosen platform to give the Sega.net initiative standing with the coveted gamer demographic. Again, it was Moore who spearheaded the effort.
This year, Moore, now part of the massive Xbox team at Microsoft (he is Corporate vp of Worldwide Marketing and Publishing) has once again chosen MTV as the primary vehicle for introducing a new product to the North American marketplace--this time the next-gen Xbox.
We spoke with Moore earlier this week.
GameSpot: Peter, how does a deal like this evolve?
Peter Moore: A year ago my team and I sat down to try and figure out how we bring this platform to life, not only to the trade show crowd at E3, but more importantly, to the tens of millions of people that have got us to where we are today with Xbox. And the tens of millions of more that are going to join us in the next generation.
We discussed how do we do it in an entertaining way, in a constructive manner, and unexpectedly. And how do we do it with a great partner, and do it simultaneously, globally. And tie in music and celebrity, and all that cool stuff.
GS: So you picked MTV…
PM: As you might remember, in my past life, I worked with MTV on a regular basis, using the VMA's as a launch platform for one particular console.
So I went to see my old friends there in April of last year; we got into some great conversations about an entertaining way to do this. We've been working on this ever since.
Only a few weeks ago, finally got all the details nailed down and felt comfortable in announcing this at the right time and the right place, and that's what we did last week.
GS: Does this send a message that E3 isn't as big as it used to be--as a platform to broadcast news to the game industry?
PM: Not at all. Not at all.
We have so much to say. We wanted to say things first to the consumer, and give them a sneak peek--albeit in a 30-minute television show--that will give them a peek under the tent of what's going on and allow them to see it at the same time as the rest of the world does.
GS: What's left for the E3 audience?
PM: Then on the Monday night, May 16, we do a real deep dive and will show the games in their full glory--getting into more detail in the Rob, J and Peter show [Robbie Bach, J Allard, Peter Moore].
And, of course, then on the E3 show floor itself…where we can really show you the power of the platform.
GS: What grade do you give Xbox, version one, in the area of marketing and advertising?
PM: I'd say a B. One of the things that probably stopped us from being an A- is, [even though] we created a very cool and aspirational brand, we need to broaden the appeal of the brand. Not losing, or disenfranchising in any way, the gamers that got us there today--which is always a marketing challenge--but we have to grow.
But at the same time, we need to make sure we continue to talk to the more hard core gamer, the early adopters. That has been an important part of our success, and we fully intend to do that. At the same time, we need to provide an even more approachable feel and tonality to the brand, and we need to do things differently.
GS: Is there an area you feel Xbox excels at?
PM: We're the thought leader in this generation. We need to turn that into market leadership in the next generation, and this is just one small example of how we will do that, and do that in a very aggressive manner, globally.
GS: Is there a little bit of cat and mouse with Sony behind this move--to show off the new console the week before E3?
PM: Not really.
GS: Not really?
PM: A number of people have asked me: "was this in response to Sony moving their press conference and getting first place for the unveil?" I don't know. As I said, regardless of what our competition wants to do, we had a very clear plan in mind that goes back a year now to meetings in New York at the MTV headquarters.
GS: Is it a two way street with MTV…any upside for them?
PM: We are very important to them. We're starting to drive an entertainment business that rivals music. As Nielsen reported two weeks ago, consumers are spending more money on video games than they are on music. That wakes people up.
But you have to have your own strategy and you've got to stick with it once it's nailed down. This is part and parcel of a strategy that's been in development over fifteen months now.
GS: How many people are you expecting t reach with this MTV effort?
PM: We haven't put any metrics behind it, but clearly you want millions upon millions of people to see it. I certainly think that with MTV, we should get those numbers.
What I've always been impressed with--and my consumer marketing hat goes on here--is how they've changed their entire persona to the outside world, from a network that just broadcasts three-minute video music clips to being the originators of reality television with Real World, and Pimp My Ride, and MTV Cribs, and Meet the Osbornes; when you think of all the stuff on TV right now, it was born on MTV--someway, somehow. Celebrity Deathmatch, Jackass…
GS: This is the Xbox audience?
PM: I think that they are a major part of the generation that is part of Xbox nation, yes.
GS: You called the MTV program a "first look." What are you going to talk about?
PM: We'll talk name. We'll show the hardware--as much as you can do in a television show. You'll get a little glimpse of games, but we're saving most of that for you guys at E3.
GS: Is the MTV event all figured out?
PM: We're still developing the script, if we can find ways to talk entertainingly about features, we will do that, but we won't do anything that is boring or feels like an infomercial.
GS: You talked about 'you guys,' by which you mean the enthusiast press. Who's got the power now to best communicate your message? The enthusiast press? The mainstream press?
PM: Particularly in the early go, the enthusiast press still has the ability to create the stories that talk to the evangelists. But let's make no bones about it, it's not you, me, or anyone...it's the consumer that has the power. It's the guy that had to fish several hundred dollars out of his or her wallet when they want to make a purchase on a console--and over the lifetime, total cost of ownership, several hundred dollars more. Those are the people that are in control, and we've got to find ways, we--and I mean you and I--have got to find ways of talking to them in a relevant and entertaining manner, otherwise they're not going to read your stuff and they're not going to buy my stuff.
GS: What's the connection with The Killers, the musical group in attendance on the May 12 MTV broadcast?
PM: A: We love them; B: They've been on Game with Fame, on Xbox Live. They are hard core Xbox gamers--and very good gamers. I can't think of a hotter band right now. I've been listening to their album Hot Fuss for about six, seven weeks on my MP3 player as I run. I love Mr. Brightside. I think they have the right attitude.
GS: And what happens to Ourcolony.net on the night of May 12?
PM: Don't know. Don't know. Have to keep watching that thing. I'm not quite sure about that thing. It's difficult for me to follow...I'm from a different generation. It's way too complex.
GS: Ah yes, Peter...way to complex [wink, wink]. Thank you, Peter. We'll be watching.
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XBOX365 Says
I love marketing that catches people off guard, something different for a change.
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OnifiedX
X365 Member
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well i can't wait to see what they're going to show as a sneak preview of the console...I'll be watching for sure!
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somedude
Heckler
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This may be nothing.....but doesn't it seem odd he would throw in that he's been listening to The Killers on his MP3 player? He could have just left that out and said he's been listening to them for weeks, or listening to them in his CD player, car or whatever. Hmm, makes me wonder about that old rumor of an MP3/portable device from MS. Still doubt it, but that sentence did seem oddly placed to me.
Anyway, I never watch MTV so this May 12th will be the @!*% time in a while. I thought they would be showing more games, but it sounds like they are going to be mostly talking about hardware. Seem like a boring topic for the average MTV viewer.....oh well I'll be entertained :)
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somedude
Heckler
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oops, I didn't cuss in the 2nd paragraph, I just forgot the word "f|rst" is bleeped lol
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obryanstars
X365 Member
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Sounds like a win win deal for both parties.
Microsoft get's to show off their new console before ANYONE else, on a popular worldwide network. A network that is generally watched by teens-young adults, the XBOX's biggest market. Definantly a plus for M$.
MTV get's to show off one of the big new consoles of 2005. That means big ratings, lots of adds, and probably lots of people who don't normally tune into MTV to see this.
Good move for both parties, a genious move by Moore :)
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HALO <---- Best Game Ever
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Coola
X365 Member
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Watch Microsoft not show anything about Xbox360 till the last 20 seconds of the show. Just watch.
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[Coola@Xbox365.com]
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somedude
Heckler
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^^Would not suprise me one bit, in fact now that you mention it I'll be expecting something cheap like that!
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Nabeshin
Heckler
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MTV... the same tool used by Sony to market the original Playstation and taunt the Sega Saturn.
*in Eeerie Voice* - "TEEEEEVEEEEEEE MAAAAKES ALLLLL YOOOUR DEECIIIIISIONSSSSS"
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Coola
X365 Member
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well peter moore has his connections, i bet nintendo will utilize the Disney channel now
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[Coola@Xbox365.com]
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GLOW
X365 Member
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HAHA Disney? WHo the hell watches disney? lol but im ready to see the may 12 unveiling, i even took off from work so i wont miss it. jk luckily it happened to be on my day off, which is great. i wouldnt wanna miss this, but as he said earlier i know they aint gonna show the actual hardware till the end. but its cool.
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GLOW
X365 Member
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hey antoher thing for you guys that dont know this already. ya know how they already said the next box is gonna be concave? well go to xbox.com and look at the theme for the site at the top and bottom...... looks familiar doesnt it, maybe the design has already been there so long right under our nose. i wouldnt doubt it if its like that. and the colors too. silverish white, wit the logo somehwere in the middle, where the rigids are. on top
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xboxzilla
X365 Member
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Sounds cool. I like the sneak peek for the world idea. Trying something a little different and wetting our appetite for all the info at E3.
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Xbox360 and PS3 in my future (sorry Nintendo)
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ypumn hpblgf
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fbwo qluan
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Pharmg428
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Very nice site!
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