According to an article at Brandweek.com, the Our Colony game I mentioned yesterday is counting down to an MTV show that is being especially scheduled for the XBox 2 game console.

The MTV special, hosted by actor Elijah Wood on May 12, will feature a performance by rock band the Killers. Athletes and celebs will show off the console’s new features. MTV will air teaser spots prior to the event and screening parties will be held in countries in which MTV airs.

Moore said the launch strategy is to not only “feed the core” gamers, but also to “captivate the masses.” The unveiling on MTV is a “signal of the strong change in the way we do business.” Themes of optimism and community will be stressed in the campaign, said Moore. McCann Erickson, New York, handles.

The console war is certainly hotting up, even if it is one sided at the moment.

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