A report in a marketing magazine suggests that Microsoft is preparing to spend up to £3 million on Xbox promotions in Europe over the coming months, including tie-ins with companies such as MTV and Interbrew.
Haymarket Marketing Magazine has reported that Microsoft has hired specialist marketing firm Tequila London to create a number of new marketing promotions for the console and its games, and the company is in negotiations with a number of other firms with a view to running Xbox related campaigns in the run up to Christmas.
Among the companies named as possible promotional partners are two of the UK"s largest telecommunications companies, BT and Telewest, massively popular music channel MTV, and drinks distributor Interbrew - whose brand labels include Stella Artois, Becks, Boddingtons, Staropramen and Labatts.
The new campaigns orchestrated by Tequila would tie in with the marketing activity of Microsoft"s European Xbox advertising firm, McCann-Erickson, with all of the activity being co-ordinated by the company"s European head of Xbox marketing, Michel Cassius.