Europes number-one entertainer and Europes best video game console are teaming
up and taking their show on the road. At a press conference today in Berlin, Xbox
and Robbie Williams together announced their partnership in Robbies upcoming European
tour. Xbox is one of two headline tour sponsors and will have a presence at each
of the tours 15 shows across Europe. The tour takes in eight countries and starts
28th June 2003 in Edinburgh.
Were really pleased to team up with Robbie for what will be one of 2003s hottest
events, said Neil Thompson, European Marketing Director, Xbox. As partners, were
a natural fit. We both represent the best of our respective areas of entertainment,
Robbie in music and Xbox in video games, and we are both poised for a fantastic
2003. Im really glad Xbox is partnering us for my new tour, said Robbie Williams.
I love playing Xbox at home, and now I get to play it every night! Im looking
forward to seeing all my fans having fun with Xbox at the shows. See you there!
Xbox will provide Xbox demo pods at selected venues. Gamers will be able to play
before the concerts and at the intermission. Xbox is also working with the other
headline sponsor, smart, to develop some exciting surprises for Robbie fans. In
addition, a special Robbie Williams DVD Pack will be introduced in Germany. For
29.99 (the price of a DVD controller alone), gamers will get an Xbox DVD Controller
and an exclusive Robbie Williams DVD. The DVD contains a special message from Robbie
to Xbox gamers, plus exclusive unreleased tracks, B sides, and footage from the
making of his latest album, Escapology. The pack is available now in Germany while
stocks last.
The sponsorship is part of a strong marketing campaign from Xbox over the next
few months. Initiatives such as a special interactive DVD, a giant travelling MegaCruiser
with lots of Xbox games, and an enhanced version of the Xbox brand vision web site
playmore.com all reach beyond traditional advertising to reach gamers in non-traditional
ways, with an accent on trial.
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