The Xbox 360 gaming system, sold by the Microsoft Corporation, is being endorsed by the Jonas Brothers rock band in a campaign that appears in properties owned by the brothers media partner, the Walt Disney Company. Xbox 360 joins a short list of brands to be promoted by the Jonases, whose music appeals to the teenagers, preteenagers and mothers composing the target audience for the gaming system.
The Jonas-centric ads are being introduced along with work from T.A.G. like commercials and video clips featuring the actress Jane Lynch of the hit Fox series Glee which are on television and online.
The Jonas campaign is also on television and online, as well as in print and on radio. It is timed to reach consumers just as they are thinking about what, if anything, they are going to buy during the coming holiday shopping season.
Among the aspects of the Jonas campaign is an opportunity to watch on Xbox Live a free episode of Jonas the brothers sitcom on the Disney Channel, with “a custom opening segment produced with the brothers, said Tricia Wilber, executive vice president at the Disney media sales and marketing group in New York.
Many of those media are taking part in the Jonas campaign. For instance, visitors to disney.com/morefuntime can learn about a sweepstakes with the grand prize being a chance to hang out with the Jonases and experience Xbox 360 together.
A commercial shows the brothers ” Joe, Kevin and Nick ” sharing a game console with visitors to their green room backstage. The plot is apparently, as they say in the movies, based on true events.
From NT Times
(not the full article - i took out main parts)
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