If XBOX was The Hulk, then XBOX 360 is Bruce Lee

[kid cabelgo]

Found via Game | Life (http://blog.wired.com/games/) is a fascinating look into the marketing firm behind the 360 campaign. Here's a snip:

Comparing the original Xbox with the Incredible Hulk, Jager used a razor to slash an X in a sheet of paper and then thrust his head through the hole. "X today is all AARGGHHH!" he bellowed. Pure aggressive power. He then withdrew his head, flipped the paper, and revealed how that X could become a doorway, "an invitation to an experience." Jager acknowledged power as a critical component separating Xbox from its competitors but urged the company to see it--and express it-- differently. "Our approach was to transition Xbox from this hulk of escaping power into this quiet power that is lurking, something still incredibly dangerous but with more of an elegance and grace," he recalls. "The analogy we used was Bruce Lee."

The full article can be read here (http://www.fastcompany.com/subscr/114/open_features-less-hulk-more-bruce-lee.html).

The article makes a lot of the 360's marketing make more sense as a whole, from the "inhale" design of the system, to the whole "Jump In" commercial campaign.

[Tentaro]

People I don't like:

Lawyers
Insurance Agents
Marketing Folk

It's neither The Hulk, nor Bruce Lee. It's a game console. BFD.

[Arthen]

Perception and image is everything. Without marketing, no matter how cool your product is, it will not sell.

... and, no, I'm not a marketer so I had to learn this lesson the hard way.

[galactic empire]

If the PS2 was Superman, then the PS3 is Fat Albert. HA HA HA!

[CaptStu]

People I don't like:

Lawyers
Insurance Agents
Marketing Folk

It's neither The Hulk, nor Bruce Lee. It's a game console. BFD.

I hate you too.

[Joestar]

So THAT explains the premature deaths of many Xbox 360s.

[trip1eX]

I thought the 360 was more like Humpty Dumpty.

And the 360's image is still too hardcore. You can paint the Xbox white and whisper sweet nothings in people's ears, but when it's loud as hell with a big ass power brick and it's as fragile as mr. egg shell with gory bloody games then there's only so much you can do.

[Heretic Machine]

I think a more accurate comparison would be to Mr. Glass (http://www.lazygeek.net/archives/2004/08/they_call_me_mr_glass_the_nights_might.html).

[galactic empire]

I thought the 360 was more like Humpty Dumpty.

And the 360's image is still too hardcore. You can paint the Xbox white and whisper sweet nothings in people's ears, but when it's loud as hell with a big ass power brick and it's as fragile as mr. egg shell with gory bloody games then there's only so much you can do. some of us happen to like Humpty Dumpty covered in blood and guts and screaming for help lying on the floor ready to be smashed into a thousand pieced by a curb stomp. What's your point?

[TheFlyingOrc]

Another appropriate analogy is all the noise Bruce Lee made while fighting. :)

[trip1eX]

I think a more accurate comparison would be to Mr. Glass (http://www.lazygeek.net/archives/2004/08/they_call_me_mr_glass_the_nights_might.html).

Oh yeah that's a good one.

[galactic empire]

I thought the 360 was more like Humpty Dumpty.

And the 360's image is still too hardcore. You can paint the Xbox white and whisper sweet nothings in people's ears, but when it's loud as hell with a big ass power brick and it's as fragile as mr. egg shell with gory bloody games then there's only so much you can do.One thing I can do that you can't is PLAY good games. Sure your going to get some good games soon, but by the time you do, they will be 6 months to a year old on the 360, selling for a fraction of the price. Keep defending and attacking though, it makes you look cool.........

[Khash]

"Our approach was to transition Xbox from this hulk of escaping power into this quiet power that is lurking, something still incredibly dangerous but with more of an elegance and grace.."

There's nothing quiet about the Xbox 360 :p

[bean19]

Say what you like about their marketing strategy description, I just don't think they are very compelling in their marketing.

The console's biggest strength is the breadth and depth of it's gaming library, followed closely by the cool stuff you can do via Xbox Live, but none of the ads have effectively communicated these strengths to people in my life who aren't gamers but who have seen the ads. (Actually did a paper on this where I interviewed about 50 non-gamers about what videogame commercials they remembered. . . the biggest one that people know for the 360 was the Gears of War commercial with the Tears for Fears cover). Now that commercial is great, but it wasn't from Microsoft's marketing people.

A simple and cool way to communicate the coolness of Xbox Live would be to have two brothers playing football online. You get an establishing shot to show that they are in different houses and simply have one of them scoring a touchdown and yelling about it on the microphone. One of the brothers says to hold on for a second, his kid is walking for the first time, and they switch to video chat. . . queue heart-warming music and put up the Xbox Live slogan while saying something like "Play together. Live together."

Okay, now another Xbox Live commercial.

Little brother is sad as his older brother goes off to college. Little brother mopes around the house. Little brother plays a videogame (again moping) and pouts as he dies. Then he sees his brother come online and you see the little boy light up when he hears his brother say to him, "Hey buddy, need some help?" You see them playing together and laughing. Queue music, logo, and slogan "Play together. Live together."

I'm thinking of another one where mom breaks interrupts her two adult son's playing an FPS game to get them to play Uno with her.

As far as marketing the games. . . just MARKET the games. If games were marketed for what they were about. . . how they play, then I think they would actually sell more games (and systems) than they do with their sizzle videos.

[Telefrog]

They should also mention that just like Bruce Lee, each 360 is prone to an early death.

[Goronmon]

There's nothing quiet about the Xbox 360 :pThat was pretty much my reaction to that comment as well. My 360 is about as quiet as an electric drill.

[Johan]

So THAT explains the premature deaths of many Xbox 360s.

Well said, sir! Well said! :D

They should also mention that just like Bruce Lee, each 360 is prone to an early death.

You phail for being late...see above!!

[jspeak32]

how is it an inhale again? wouldnt the design be an exhale?

[Taco]

So THAT explains the premature deaths of many Xbox 360s.

Quality. .

[Magnanimous Gnome]

I concur, the 360 is damn loud. I'm really hoping that this new design that's rumoured to be in the works will fix the noise, heat, and early death problems.

Stop trying to make me not want a 360 MS!!!

[mister_slim]

The 360 has some great marketing rationale, but it's failing at actually conveying the ideas behind the marketing. The Wii commercials could use some improvement, but the basic principles behind the console are apparent, even when emphasising the wrong games, like Red Steel or whatnot.

[mister_slim]

Oh, Maggie (can I call you Maggie?), the new Game Informer confirms the new 360 revision, thought I don't think it mentioned the chips get a shrink.

[TheHulk]

Why are they comparing ME with the XBox?????

[TrackZero]

Yeah, I believe this was discussed last year in that "xbox 360 uncloaked" book that came out. They spent a nice chapter discussing design decisions, who they went with, the mentality involved, the usual PR nonsense.

[DeadlyDonkey]

No matter how hard microsoft try, they'll never beat http://www.youtube.com/watch?v=6Bqq38WZctA

Probably the best gaming commercial ever made. Sony should scrap "This is Living" and just run that old commercial, changing the ending to PS3.

[Achilles]

I concur, the 360 is damn loud. I'm really hoping that this new design that's rumoured to be in the works will fix the noise, heat, and early death problems.

Stop trying to make me not want a 360 MS!!!It should generate less heat which means the fans won't need to run as loud. This disc drive will always be a problem though just because it spins so fast (much faster than the one in the PS3, hence one of the reasons why the PS3 is quieter, that and their heatsink system looks like a jet engine exhaust). So it'll get quieter, but it'll never be as quiet as the PS3 I reckon.

I think the early death problems are exaggerated by everyone who's had one fail coming on and complaining about it. Dozens of people at work have them and I believe only one has failed. The trick is to keep it in a well ventilated place and make sure the intakes aren't covered by a carpet or something.

[Montolio]

Why are they comparing ME with the XBox?????Because your the CHAMP baby :D