A recent stealth promotional campaign to promote Microsoft Xbox by Machinima came to light few days back. As per the new promotions, Machinima video partners will get an additional $3 per thousand video views for posting videos featuring Xbox One content. Machinima’s UK community manager himself tweeted about this promotion. It was also revealed that there was similar campaign around Xbox One’s launch in November, which offered an additional $1 CPM for videos “promoting the Xbox One and its release games.” These videos should have at least 30 seconds of Xbox One game play video that mentioned the Xbox One by name and also includes tag “XB1M13”.
Microsoft and Machinima have not yet commented on this stealth marketing campaign. This is not a entirely new kind of marketing strategy as lots of other companies does the same. We will come to know about more such campaigns in the near future because of this Microsoft-Machinima issue.
Microsoft and Machinima provided the following statement on this issue,
“This partnership between Machinima and Microsoft was a typical marketing partnership to promote Xbox One in December. The Xbox team does not review any specific content or provide feedback on content. Any confidentiality provisions, terms or other guidelines are standard documents provided by Machinima. For clarity, confidentiality relates to the agreements themselves, not the existence of the promotion.”