On November 22, 2013 Microsoft released the XBOX One. The release of a next generation console is a hard transition for gamers and hard to sell because people are hesitant to purchase it because they are unsure of what the aspects are or what other console systems will become available that year. Microsoft decided to create an interesting way to advertise and invite players into the world of the next generation system the XBOX One.
One month before launch, on October 25, Microsoft released a T.V. advertisement that they called “The Invitation.” In the ad there were several appearances of characters that would be featured in the games that would be dropping with the XBOX One. These games include Ryse son of Rome, Titanfall, Forza, and Dead Rising 3. The games released initially with the console were exclusive to the XBOX One. Throughout the advertisement game characters motion towards people, inviting them into the world of the XBOX One.
The advertisement was extremely clever in finding a creative and innovative way to get people interested in a next generation system. The commercial invites people of all ages and occupations to get a XBOX One and become immersed. The opening scene of the commercial is set in a business meeting, indicating that even middle-aged businessmen can enjoy the XBOX.
At the time of launch, the big question for gamers was whether to buy the XBOX One or the PlayStation 4, and right before the holiday season it was an even bigger question for parents. The XBOX One and the PlayStation 4 were both released right before the 2013 holiday season. The Playstation 4 sold 4.2 million units in 2013 compared to the XBOX One, which sold 3 million units.
Microsoft decided to gear up for 2014 by releasing another Commercial for the XBOX One. The second ad was similar to the invitation commercial, but they also create a way to make the next generation system feel more realistic. The commercial featured the XBOX One exclusive game Ryse son of Rome.
The key line in this commercial is “if it was any more real, it would be real.” Microsoft is trying to present the next generation system as a system that is as real as real life. Throughout the commercial the man gets cuts on his body and whenever he gets a cut the commercial flashes to action scenes in the game. At the end of the commercial they show a scene of the game where a Roman soldier is putting on his helmet, and the guy in the mirror gets pumped and then returns back to game. Microsoft is appealing to people who are uncertain about the XBOX One by claiming that it is incredibly realistic because it is a next generation system.
XBOX One sales did not increase until they dropped the price. People were clearly interested in the XBOX One by their creative campaign, but the price was apparently an issue for many consumers.
– Daniel Hampe