The UK’s Industry Trust for IP Awareness has launched the first Xbox advertising campaign with Microsoft Advertising and media planning and buying specialist Carat to promote the pro-copyright ‘Moments Worth Paying For’ campaign.
Featured on an Xbox branded destination experience (BDE) – the Xbox equivalent of a microsite – the campaign encourages users to watch and vote on their favourite scenes from famous movies, such as The King’s Speech and Fight Club.
Liz Bales, director general of the Industry Trust for IP Awareness, said that tackling digital copyright theft was one of the biggest challenges facing the UK film and TV industry, and indeed many of the other creative industries, including gaming. “We are committed to using innovative and inspiring campaigns to engage film fans around the value of creative content. The Xbox LIVE tie-up is the first of its kind to blend branded content and editorial endorsement across the platform. We’re confident the concept of ‘Moments Worth Paying For’ will be delivered in an interactive way to thousands of gamers,” she stated.
The campaign will also include the chance to recreate famous movie moments starring users’ own Avatar Kinect characters and downloadable background themes incorporating the ‘Moments Worth Paying For’ posters from the Industry Trust outdoor campaign.
James Hayr, head of specialist sales at Microsoft Advertising, noted that with nearly 40 million Xbox LIVE members worldwide, Xbox offered the Industry Trust access to a very large proportion of its target young male audience.” Xbox users typically spend five to eight minutes engaging with branded content, offering the potential to hold its audience’s attention for a longer time period than other platforms – ensuring its anti-piracy message is communicated clearly and effectively,” he advised. “The Xbox BDE has enabled the Industry Trust to leverage (Xbox Live editor/producers) Dan and Andy’s significant influence alongside its own fantastic content and assets.”
Louise Wright, associate director at Carat, said the campaign was about inspiring people to play fair by demonstrating that film, TV and video has a value to it that is worth paying for. “We felt it was important for the campaign to leverage the editorial endorsement of an influential platform like Xbox, which enables the Industry Trust to tap into a core young male audience in a credible and interactive way. Dan and Andy’s influence over the Xbox audience opens up a deeply engaging communications channel, allowing the Industry Trust to inspire as opposed to finger wag.”