Revolution UK, September 25 2002

Dan Williamson looks at how the web is key to the console companies’ marketing strategies in a market were sales are expected to reach £14.1bn by 2004:

“We saw 400 different versions of the clip on p2p networks - people had recorded their own versions,” says Justin Kirby, managing director of viral marketing agency DMC, which tracked the viral ad at the start of the campaign.”It was phenomenal. It got people discussing it in news groups, blogs and chatrooms. The clip was almost a vehicle of communication because it created a dialogue. At the time, there seemed to be an information vacuum about the Xbox. They couldn’t make a Flash-based game for the campaign because it would have detracted from the console’s power. Video was the only tool they could use.”

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