http://xboxer.tv/2007/12/microsoft_blowing_4m_promoting.html

Microsoft is matching Sony's £4m ad spend this Christmas, throwing the money at our TV screens with a series of Xbox 360 ads.

But don't go expecting to see Halo 3 everywhere. The adverts are designed for people who haven't been able to buy a Wii and people that are thinking of maybe buying a Wii - Microsoft's ads will illustrate that there is "something for everyone" and how Xbox 360 is capable of "bringing friends and families together."

Microsoft's Steve McGill said "Whilst we pride ourselves on offering the very best titles for a devoted gaming audience, we also have a number of titles that literally anyone can pick up and play. This campaign is all about our broadening message in the run-up to Christmas."

Which means we'll be seeing a hell of a lot of Scene It? in the ad breaks this Christmas.

Capitalizing on the Wii shortage is a very smart thing to do. The hardcore gamers have already decided whether or not they'll get a 360 or a PS3 -- it's just a matter of when. It makes sense to appeal to those who haven't decided yet, who aren't aware of what's out there, or don't even know they want a game system yet.

However, the set of casuals the 360 can appeal to is much smaller than the set of casuals the Wii will appeal to. Primarily because the input mechanic has the capacity to be fundamentally more intuitive on the Wii.

Thats why there spending bucket loads of money to convince the casuals. I think thats why we see Guitar Hero at every 360 kiosk.

But Guitar Hero 3 is not exclusive.  MS should focus on exclusives, because GH3 for the 360 is more expensive than the Wii and PS2 versions, for example, and the Wii and PS2 are significantly cheaper. 

Although I do know a few non-gamers who are trying desparately to find a Wii for GH3.  I suggested they consider getting a PS2 or the PC version of Guitar Hero 3, but one of them already has GH3 for the Wii (the other got the PC version).  I didn't suggest the 360 because it doesn't make sense to push someone who wants a single game to buy a more expensive and less reliable console for one game.

I personally think that the 360's current commercials are fantastically done and well-thought-out. Especially the song ("I Need A Chance Just To Get Away").

It is true that most of MS' casual-non-gamer-oriented games are multiplatform (the only exceptions I can think of being Scene It? and Viva Pinata), but they are smart to emphasize them, as it is helping to destroy their reputation as only a console for hardcore FPS fans. Not to mention the fact that semi-casuals who do not read forums and are sitting on the fence will be thinking that, "Hey, the 360 has a huge variety of games, from Halo to Guitar Hero to Lego Star Wars! I'ma buy one!"

Seriously, showing families just running around and having fun with a 360 is the perfect thing for them to be doing. Nintendo's intense Wii advertising and the media have gotten non-gamers into the idea of gaming, and in the wake of the Wii shortages, MS is capitalizing on their strong lineup of games for those gamers. They really should dub these commercials into Japanese and use them over there.

With Nintendo backing off advertising the Wii this year I think this is a smart move by Microsoft.

Enough fighting with Sony, time to fight Nintendo?

i dunno if its really fighting nintendo, more like being really smart and capitalising on the massive wii shortage. It's a very good move at any rate.