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Microsoft has teamed-up with Australian pop legend Kylie Minogue on a European marketing push.
The firm’s Kinect title – Dance Central – is the headline sponsor of the star’s upcoming Aphrodite: Les Folies European Tour 2011.
The partnership will mean the game will be prominent at each of the tour’s 35 stops, with players invited to ‘Out Dance Kylie’ at the events.
The deal was set-up between Xbox EMEA and EMI Music, and will be supported by a full marketing campaign that will run across online, social media and Xbox Live, as well as Kylie’s own channels.
Microsoft says there will be significant investment in paid online media, PR and outdoor events.
The platform holder will also be backstage to create a series of web-episodes, including videos with Kylie, that will be released across the Xbox European Facebook pages.
Gamers are also invited to upload videos of themselves dancing to ‘Can’t Get You Out of My Head’ to win prizes.
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 and introduce the controller-free fun of Kinect and Dance Central to thousands of Kylie’s European fans in a new, engaging and entertaining way.”
