The XBOX 360 was just for gamers. To appeal to a broader audience the interface was completely refreshed, adding music, film, apps and social alongside the console’s gaming capability – but Microsoft still needed to tell people about it.
Music fans were the biggest potential audience. So we asked them to ‘Name their dream line-up’ and gave them a chance to win an all-expenses £50k party. We started conversations on music forums and blogs that directed people to our My Gig website where they could submit and vote upon their favourite musical line-ups. This was further supported by the My Gig road show, promotion on social, online banners and XFM radio call-outs. The top 100 line-ups were then judged by a panel of industry experts and a winner was chosen. The winners £50k party was held at Camden’s KOKO venue with headliners CSS and Florence and the Machine in September 2008.
