Microsoft Corporation — Helping XBOX Reach a Broader Audience — Yolanda H. Caraway
Yolanda, tell us about your experience working with the Microsoft Corporation. What were some of the challenges and how did you and your team resolve them?
“Nearly twenty years ago, TCG established Microsoft’s diversity marketing program to position Microsoft as a responsible corporate citizen to diverse audiences, position Microsoft as a good workplace for women and minorities, and raise awareness of products and services among diverse audiences.
“Our strategy produced three Board seats on blue-chip minority-serving organizations and three high-impact “signature” national co-branded programs. As a result, Microsoft received national recognition from the Dialogue on Diversity, Black Enterprise, and the U.S. Department of Commerce, among many others.
“One of the challenges that we took on for Microsoft was helping XBOX reach a broader audience. XBOX competitors have been consistently attracting Black and Hispanic gamers in the U.S. focusing on next-gen intenders, many of whom own PlayStation 2 consoles. Our challenge was to generate additional relationships and urban media coverage in order to help establish XBOX as a leading brand within the target community as well as show balance with showcasing Scene It: Lights, Camera, Action, a movie trivia game for the XBOX 360.
“As part of our Urban Marketing initiative XBOX 360 sponsored two of the hottest parties at the 2008 NBA All-Star celebration in New Orleans, the Alonzo Mourning/Magic Johnson 8 Ball Pool Tournament and the Shaquille O’Neal/Reggie Bush Big Easy Billiards Bash. Sponsoring these two events showcased XBOX 360’s commitment to reaching beyond traditional markets to directly engage the urban market.”
It’s interesting to know how XBOX reaches different audiences.
