Xbox recruits Chelsea stars for Summer of Sport campaign

Chelsea: players feature in Xbox and Right To Play joint campaign
Chelsea: players feature in Xbox and Right To Play joint campaign

Microsoft is aiming to capitalise on summer sporting events such as the Olympics and Euro 2012 with a marketing campaign for its Xbox console featuring Chelsea footballers and a mass-participation 100 metre sprint.

The 'Summer of Sports' campaign, run in partnership with the Right To Play charity, will focus on an attempt to secure the Guinness World Record for the world’s largest simultaneous 100 metre sprint on either 16 or 17 June.

A series of ads on platforms including Xbox Live and MSN will encourage consumers in Europe, the Middle East and Africa to take part. The push will also include videos starring Champions League-winning Chelsea stars Didier Drogba, Michael Essien, Petr Cech and Fernando Torres.

Right to Play is also in discussions with Team GB members about appearing in the Xbox 'summer of sports' campaign. 

Game with Fame events, where Xbox 360 owners will get the chance to meet and play Kinect Sports and other titles against Right To Play ambassadors, are also planned.

Right To Play, a charity that uses sport to educate and empower children facing adversity, is a partner of Chelsea FC. Its name featured on the club’s shirts during its dramatic penalty shoot-out victory over Bayern Munich last Saturday in the Champions League final.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer