To advertise their latest gaming hardware Kinect for Xbox 360, Microsoft refers to do it online rather than traditional print media. It is well known that in the field of advertising, the brand needs to be where its customers are. Microsoft has realized this early on. Most of the Xbox360 customers have online presence much better than at any other place. So Microsoft decided to tap into its social network to advertise the product and attract its target segment.
Jaspreet Bindra, Regional Director for Entertainment and Devices, Microsoft India elaborated that “The people who we are trying to reach, the people who will buy the Kinect from us, are all online, highly connected with the Internet. We are promoting the device through our social networks, and maintain a thriving online community, but unlike the launch of the Xbox in 2005, when we ran a sustained television campaign, today we feel that the community is already aware of the Xbox, is already enthusiastic, and we feel that we can reach them better without advertising.”