Kinect for XBox360 recently launched and some of their marketing was extremely successful, and some could have been improved in my opinion.
A mobile video game booth awaited us during the Thanksgiving break at a Simon Mall in Dallas. To be fair, I had only heard one thing on NPR about Kinect – it’s a full body sensor for video games. Your body controls the action – not just your thumbs.
Kinect product launch - in the right place at the right time
So they were in the right place – thousands of shoppers and people waiting with their kids for other family members to shop.
We lined up to try it out in a large trailer, gave our contact details to the host, and receiving a branded lanyard with a custom tag on it.
Another tick – they had us anticipating and sporting their logo and visibly lining up to do something. Awareness was being created. They also had the promise of a party favor – giving us photo and video of ourselves in action – something to share with our networks.
We played the selected game – some fun river tubing game and had a great time bending, leaning, jumping and waving to control the inflatable over a series of rapids. It was a blast – they took photos of us while we did it and perhaps video too.
When the game was over, we filed out and were invited to give written feedback on a touch screen outside, and confirmed that we wanted our videos / photos shared with the world, and possibly used in marketing materials.
A great way to get people involved and flattered that they may appear in a commercial – it certainly appealed to a previously hidden vanity for me – I could be a star!
The project was a success in my mind. I was buzzing after the demo, and scurried to my computer to access the uploaded content of myself, all the while telling people about my Kinect experience.
So what’s the missing element of a successful product launch?
The only thing I would have suggested was not to collect feedback by typing onto a touchscreen keyboard at the end. How much more powerful is a video testimonial? In scientific terms, lots.
It’s easy to get video cheaply transcribed to create written marketing. The excitement in my face that the product had generated was lost when I had to type something on a screen.
Looking to launch a product? We’d love to capture video testimonials and showcase that very excitement – get in touch.
I have to say you come up with many excellent points and probably will submit a couple of tips to add in as soon as a day or two.
Bashing gophers with the Kinnect was 2 cool.