Xbox dance game to sponsor Kylie tour

Be the first to comment
Kylie Minogue: Xbox signs up to sponsor tour
Kylie Minogue: Xbox signs up to sponsor tour

Microsoft Xbox's motion-controlled game 'Dance Central' is to sponsor EMI artist Kylie Minogue's upcoming European tour, with a digital and experiential twist.

The Aphrodite: Les Folies tour starts in Denmark on Saturday (19 February) and visits 15 countries before culminating in London on 12 April.

Kylie's hit song 'Can't Get You Out of My Head' is one of the tracks on 'Dance Central', which works with the Xbox Kinect motion controller.

Marketing around the partnership will pose the question "can you out dance Kylie?".

The sponsorship was negotiated internally by Xbox EMEA and EMI Music. The value has not been disclosed.

Microsoft will install Kinect pods featuring 'Dance Central' at each venue, inviting fans to play the game, which was developed by Harmonix.

The online activity will invite fans to submit videos of themselves giving their best performance to the 'Can't Get You Out of My Head' routine and will also involve a series of web videos that include interviews with Kylie about different aspects of the show.

Chris Lewis, vice-president interactive entertainment business, Microsoft EMEA, said: "Kylie is one the most successful and much-loved artists in the world; a perfect fit for an entertainment brand like Xbox."

SUBSCRIBE TO CAMPAIGN

Only £57 for 3 months

Includes every print & iPad edition, plus full access to Campaign online and other Brand Republic sites.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Campaign Jobs

Thousands of jobs across advertising, creative, marketing and media

Premier League gives lion a makeover as it waves goodbye to Barclays
Share

1 Premier League gives lion a makeover as it waves goodbye to Barclays

The Premier League has launched a more colourful brand identity built around its lion icon as it plots a future without a corporate sponsor for the first time in 23 years.

The end of false recognitions
Shares0
Share

1 The end of false recognitions

You'll be seeing less work from DDB at award shows in 2016. Here's why.

Just published