Don't call Xbox 360 a video game console, but rather the brains for the entertainment center in your home. That's the message behind Microsoft's latest advertising and marketing campaign aimed at changing the hardware's image.
Microsoft executives have been talking up the box's expanded movie and TV download and storage capabilities for more than a year. With the "single largest investment" in the pocket of its marketers, the company aims to tout the "entertainment center" message to consumers loud and clear.
"Our customers will always be hardcore gamers, but this is an opportunity to move beyond to serve casual gamers and consumers who want other types of entertainment, which extends into the family," says Charlotte Stuyvenberg, GM of marketing and communications services for Xbox at Microsoft.