is preparing to take over an entire ad break in the X Factor next month as part of its biggest advertising push for its Xbox 360 console.
The PC giant will use the slot to promote its recent deal with BSkyB and the launch of the Lips Number Ones and DJ Hero video games.
Microsoft's UK Xbox marketing director Stephen McGill says: "We believe that the X Factor provides us with the perfect opportunity to communicate directly with our target audience and is the ideal time to educate them about the new games and services on the Xbox console.
"By taking up the entire ad break, we can really help to capture the imagination of both potential and existing Xbox users."
The ads are expected to run during the live X Factor show on 14 November, in a deal brokered by media agency Universal McCann.
It will be the first time Xbox has used an entire TV commercial spot to promote its services. McGill says the ads aim to "celebrate the innovation which our latest releases focus on".
On Tuesday, Microsoft launched its tie-up with Sky Player, Sky's online TV service, on the Xbox LIVE service and Windows 7.
And last week, Microsoft launched a global marketing campaign to promote the release of its Windows 7 operating system. The television, outdoor and digital activity highlights how the operating system was developed with the help of users and is designed to simplify people's lives.
Copyright: Centaur Communications Ltd. and licensors
2009 Marketing Week. Provided by ProQuest LLC. All rights Reserved.
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For those of you in USA, X Factor is your equivalent of American Idol.
This is HUGE!!!
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