MySpace Launches Tailored Ad Campaign for Microsoft's Xbox Kinect
Social network MySpace, which unveiled its revamped website in the UK last week, has secured Microsoft's Xbox Kinect as their launch brand for a series of bespoke ad formats.
The first stage entails a high-definition video ad for the new Xbox 360 product Kinect which expands to a full-page video if users interact with it. The campaign reflects a change in MySpace's focus on creating ad formats that drive deeper engagement with the public.
Their strategic focus is now to socialise entertainment content and create tailored ad formats for brands that keep consumers within the network instead of directing them to external sites.
Co-president of MySpace, Michael Jones, said, "We're in a new category within social entertainment... We'll now rank ourselves very differently than we've ever done in the past. I expect we'll continue to saturate that 13-35 year old audience but we're looking for a different experience. More content sites are deploying social principles, but we'll be the largest for a while."
Jones also explained that the launch of MySpace Studio Group over nine months ago is aimed at helping brands understand how to make use their site as well as other social networks.