Xbox360 Launches Anti-Tobacco Campaign
The Xbox360 Anti-Gravity Tour takes off this week on a national high school tour to support the Campaign for Tobacco-Free Kids.
Five professional skateboarding and BMX athletes are on the tour to perform stunts on a half-pipe festooned with Xbox360 and anti-tobacco messaging. The idea is to draw students’ attention to the issue, and engage them one-on-one in autograph and Q&A sessions.
“Xbox was looking to reach the high school demographic,” said Gabby Roe, president of ASA Entertainment, which produces the annual tour. “It gives Xbox a way to be aligned with a cause.”
The tour kicked off Monday in the San Francisco area with the objective of hitting one high school each day over the next five weeks. It will also make stops in the Los Angeles, Phoenix and Dallas metro areas, with a possible extension to other locations after that.
The tour carries a professional grade half-pipe truck and trailer unit. An experiential marketing area is set up for Xbox demonstrations and a tent next to the demonstration area contains anti-tobacco literature for distribution to the students, according to Roe.
The tour typically stops at high schools with an average of 2,500 students, setting up the athletic and Xbox demos in the school’s quad or in front of its football field bleachers.
Xbox prizes are awarded to students who correctly answer questions related to the health hazards of smoking tobacco. Students can also compete to win a custom tour skateboard autographed by the participating athletes.
But the anti-tobacco message is the main objective.
“The message is pounded home throughout the performances,” Roe said.
For more coverage on event marketing
Related Article:
