MICROSOFT'S LIE OR THE PUBLIC RELATIONS FAILURE OF KINECT

The purpose of this research paper was to find out the features of “Microsoft's” approach to conducting a PR campaign for the 2009 “Kinect” product. When conducting the research, observation and description methods were used to study and record existing information about the approaches used during the promotional campaign and their effectiveness. Also, to draw conclusions about the reasons for the success of the PR campaign under study, the induction method was used, during the application of which data obtained through the use of methods of analysis and synthesis of information were used. As a result of the research, the essence of the strategies that ensured the success of the “Kinect” PR campaign was identified and described. The novelty of the research lies in the consideration of the mistakes made by “Microsoft” during the campaign. This work covers the areas of marketing and PR knowledge in the field of interactive entertainment in the video game format. The results obtained during the study can be used as material for training specialists in the field of promotion and public relations in the area under discussion. To further explore the discussed topic, one could analyze PR campaigns for similar products from “Microsoft's” competitors.