Microsoft Plans Hollywood-Style Push for Kinect

New games controller device uses sensor to take on Wii

Microsoft is planning a Hollywood-style half-billion-dollar marketing campaign for its motion-sensing video game controller device Kinect for its Xbox just in time for the holiday shopping season, the New York Post reported Monday.

Instead of using a video game controller handset, Kinect uses a sensor, camera and microphone to detect movements and translate them into on-screen actions. It also responds to voice commands.

Kinect will appear on Pepsi soda cans, Kellogg's cereal boxes and be promoted at Burger King. With the Kinect's launch coming Nov. 4, TV spots will air on such popular shows as ABC's "Dancing With The Stars" and Fox's "Glee."

Online, it will have a presence on YouTube's home page, as well as Nickelodeon and Disney properties.

Microsoft began planning the Kinetic launch, which will particularly take on Nintendo's Wii, 18 months ago with the help of Steven Spielberg, according to the Post.

"Kinect is the largest, most integrated marketing initiative in Xbox history, bigger than its launch," Robert Matthews, general manager of global marketing communications for Xbox, told the Post.

The Kinect launch comes amid a continuing video games sales slump.

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