REDMOND, Wash – Microsoft said it will use popular rock/rap group Linkin Park as its first music promotional partner for Xbox video game system.
The promotion will kick off with the band’s first ‘Projekt: Revolution tour,’ and has the objective of combining the fan bases for the group and the game system to help each expand their national audiences.
Microsoft executives said the core demographic of the Linkin Park audience ‘is dead-on to ours’ – with a heavy percentage of 16-26-year-old males.
We’re huge fans of Xbox,’ said Linkin Park guitarist Brad Delson. ‘We’ve been playing it since before it came out, and we’re excited about the opportunity to include Xbox in the first Projekt: Revolution tour.’
The partnership follows the launch of Linkin Park’s new Web site dedicated to their multigenre tour, Projekt: Revolution. Xbox plans to extend substantial promotional support to the tour while Linkin Park generates awareness of Xbox with tour signage, logos on merchandise and autographed consoles for radio promotions. Both parties also plan to feature reciprocal Web site links on http://www.xbox.com/, http://www.linkinpark.com/ and http://www.projektrevolution.com/.
‘Linkin Park is an amazing band and a great partner,’ said John O’Rourke, director of sales and marketing for Xbox. ‘They’ve taken the music industry by storm, and we feel Xbox couldn’t tour with a cooler group.’
Microsoft recently reported sales of 1.5 million Xbox units at the end of calendar 2001, representing ‘one of the most successful launches in video game history,’ according to the company. Xbox is slated to launch in Japan on Feb. 22, and in Europe and Australia on March 14.
The Linkin Park Projekt: Revolution tour will begin Jan. 29, in Colorado Springs, Colo. Currently scheduled to travel to 19 markets nationwide, the tour also will feature bands Adema, Cypress Hill and DJ-ZTRIP.
Supplementary tour dates and locations are as follows: Jan. 30 in Wichita, Kan.; Feb. 1 in Chicago; Feb. 2 in Madison, Wis.; Feb. 4 in Detroit; Feb. 5 in Dayton, Ohio; Feb. 7 in Wilkes-Barre, Pa.; Feb. 8 in Uniondale, N.Y.; Feb. 9 in State College, Pa.; Feb. 11 in Lowell, Mass.; Feb. 12 in Fairfax, Va.; Feb. 13 in Philadelphia; Feb. 16 in Memphis, Tenn.; Feb. 17 in Dallas/Fort Worth; Feb. 18 in Oklahoma City; Feb. 20 in Phoenix; Feb. 22 in Long Beach, Calif.; Feb. 23 in San Diego; and Feb. 24 in Las Vegas.
Microsoft will giveaway Xbox consoles signed by each member of the group using radio station contests in each market of the promotion.
In another promotion, Microsoft will team with Doritos snack chips, Thomson Consumer Electronics and Walmart Stores in early February to award 10 Xbox consoles and RCA home theater systems through an ‘instant winner’ contest advertised on 10 million bags of Doritos chips. RCA’s contribution will include a big-screen TV (P46921 46-inch rear projection set) and surround sound audio system (RT2500).
In addition, the contest will issue game pieces with a unique code number in all bags. Consumers can match up the code to winning codes on the Doritos.com web site to win either a free Xbox ‘cheat code’ or music file from one of the Xbox game titles that can be downloaded. Alternatively, they may be given a second chance to win an Xbox game console.
Walmart will provide a special link off of the Doritos promotional Web site giving consumers ‘a special price’ on Xbox hardware and software.