Xbox was preparing the biggest launch since the Xbox 360 itself: Kinect. How could we reach a broad new audience? An ambitious goal was set. Deliver a program for every major facet of marketing: Music, Sports, Fast Food, Retail, Clothing, Beverages, Electronics, and CPG. The brands harnessed were among the biggest in the world: Burger King, Pepsi, Kellogg’s, Macy’s, Adidas, Foot Locker, MLS, Justin Bieber and Bose. Campaigns included national media, events, sponsorships and more.
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The My World Tour is the first worldwide tour by Canadian/ R&B artist Justin Bieber. The tour...