Microsoft to trail movie to Xbox platforms

by Andrew McCormick, Media Week 19-Dec-07, 15:45

LONDON - The latest Alien vs Predator film is to become the subject of the first UK campaign site to run on Microsoft's Xbox Live platform.

A campaign for Alien vs Predator: Requiem is to go live on the Xbox platform on 26 December for one month, as part of a six-figure deal between Microsoft and Twentieth Century Fox. The other part of the campaign will see Microsoft run a promotion for a future Twentieth Century Fox film.

Xbox gamers will be presented with video trailers, film highlights, a quiz and competitions relating to the film.

Microsoft will attempt to drive gamers to the site through ads on Xbox Live, as well as through in-game ads booked through its subsidiary sales house Massive. Media agency Vizeum booked the campaign for Twentieth Century Fox.

Microsoft has run US campaigns on its Xbox Live platform, but the Alien vs Predator deal marks the first promotional activity specific to the UK.