Microsoft should be so lucky – it’s just signed a deal with a global popstar to ensure gamers can’t get Kinect out of their heads.
Kylie Minogue will take Kinect and Dance Central on her 35-stop European tour following a deal between Xbox EMEA and EMI Music.
In fact, Dance Central is the headline sponsor of the Aussie star’s Aphrodite: Les Folies European Tour 2011, with avid Kylie fans invited to ‘out dance’ the ‘Spinning Around’ singer at the event.
Microsoft will then splash out on online ads, PR and outdoor events, and will even create a series of backstage web episodes featuring Kylie that will be released across the various Xbox European Facebook pages. Dance Central will also feature heavily on Kylie’s various online portals.
“I am delighted that Dance Central is sponsoring my European tour – it’s a perfect synergy,” said Kylie Minogue.
“My fans will also have a chance to put their own dance moves to the test as ‘Can’t Get You Out Of My Head’ is one of the tracks on Dance Central – good luck.”
Microsoft’s EMEA chief Chris Lewis said: “Kylie is one of the most successful and much-loved artists in the world; a perfect fit for an entertainment brand like Xbox.
“We’re delighted to be involved in the Aphrodite: Les Folies Tour 2011. We’ll be able to introduce the controller-free fun of Kinect for Xbox 360 and Dance Central to thousands of Kylie’s European fans in a new, engaging and entertaining way.”