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Microsoft Takes Unique Approach With Underdog Xbox One Marketing Campaign

by Dean James


There is no doubt that Microsoft has kind of had a rough year since the launch of the Xbox One. While the console has sold fairly well, the PlayStation 4 has just sold that much better. Microsoft knows this and has taken a very unique approach with their latest marketing campaign that utilizes movie speeches to convey their role as the underdog who will rise to the occasion.

The first example of this campaign came close to three weeks ago with their “Best Games” ad, which used a speech from 2006’s Rocky Balboa. During this below commercial, Rocky is talking to his son about how to not go down from a hit, but know how to come back from that hit, obviously alluding to Sony’s domination thus far.

The latest is one we already told you about yesterday, with Microsoft touting that they have the “Best Multiplayer.” This also takes advantage of audio from a movie, this time Billy Bob Thornton in Friday Night Lights. This is a perfect movie to take from, as the Permian Panthers had their fair share of adversity that they had to overcome and were often seen as underdogs as a result.

This is a pretty awesome and effective marketing campaign so far and I really look forward to what they come up with next.

- This article was updated on:March 8th, 2018

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