My first blog is about the brand new video game called Destiny, and the methods that Microsoft used to advertise the game. Destiny was released for multiple platforms (such as PlayStation and Xbox) and because of this, the makers of Destiny told Microsoft that they were not allowed to advertise the game for their specific platform, which is Xbox. At the end of the day I would think that this isn’t that big of a problem because the game has its own marketing campaigns, meaning that people will be aware of the game and buy the game no matter what because of the awareness.

On the other hand, Microsoft felt that they could advertise the game without actually advertising the game. They created an advertisement that almost mocked the rules that were set for them, by advertising that Xbox had a new fragrance called “Destiny”. The reason that they wanted to do this is because Microsoft wanted consumers to buy the game on their console, which would boost sales of their console over PlayStation. I think that this internet marketing campaign was actually very clever because it started as paid media, and because it was innovative it spread by word of mouth, making it become earned media. As an Xbox user, I hope that this interesting marketing campaign was successful for Microsoft because the more people that get Xbox One consoles, the more people there are to play the game with!

Source: http://wccftech.com/microsofta-destiny-xbox-mocks-sony-destiny-fragrance/