Something Smells A Little Bit Off With Microsoft’s Destiny Fragrance Website

Destiny’s out next week, and I’m sure there are a few million people out there champing at the bit to get their hands on the game. The smart money is on the PlayStation 4 version outselling the Xbox One version, but when you think about it, though, how much of that will be down to the advertising? Activision and Sony have been sitting in a tree with a major partnership on both exclusive content and the advertising campaign behind it.

It turns out that this precludes Microsoft from joining in the advertising fun, and if their new website, destinyfragrance.com, is anything to go by, they don’t like being left out one bit. (Yes, that website is real; it’s even on Xbox UK’s facebook page)

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DestinyFrangrance

I actually quite like what Microsoft have done here, with a witty little workaround to the close ties between Sony and Destiny that kind of says, “Hey, this advertising deal stinks,” and points out that you can absolutely get Destiny on Xbox and play with your friends who are also on the greener side of the fence. The only problem with it is that it whiffs of hypocrisy.

My admittedly quite poor memory is telling me that it can’t remember a Call of Duty advert with a PlayStation sting slapped on the end. The problem is that I can’t find any videos on Youtube of CoD TV adverts specifically which have Xbox branding at the end, with that part being replaced by links to other promotional videos online. What I can find, however, are FIFA adverts.

For FIFA 13 and before, the TV adverts posted on Youtube were bookended with PlayStation branding, but all of that changed last year as part of a major deal which saw FIFA 14 bundled with Xbox One consoles at launch and Xbox stings added to the TV adverts instead. Here’s one of several examples of the new status quo:

Sony and Microsoft both cut these sorts of advertising deals all of the time, often in line with some exclusive content, but up until now neither side has really exhibited such an open disdain for not having their console be the one up in lights. Is this a sign of panic in the Microsoft advertising department that they have found themselves missing out on linking up with major new properties like Watch Dogs and Destiny, two burgeoning new game series which could come to define this generation of console?

The policy so far has always been that if your competitor signs a big deal of this sort for one game series, you go out and sign your own deal for a different one, or jump in with a better offer when the contract expires. Yet, with the PlayStation 4 already at an advantage over the Xbox One in sales, for the uninformed public to always see the PS4 alongside adverts for such games is a very powerful message that will make it increasingly difficult for Microsoft to swing the momentum back in their favour.

With that in mind, let’s enjoy a shiny new Destiny trailer which doesn’t feature actual gameplay from either console:

http://youtu.be/9zJg1YQTkWs

You know what? Whichever console you might plan on getting Destiny for next week, I hope you have a wonderful time exploring the solar system with some friends.

Sources: Destiny Fragrance, Xbox UK Facebook via Videogamer , Youtube

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23 Comments

  1. Better than a cheeseburger I ‘spose

  2. I actually cant believe this is real. It appears to me that every multiplat game ad out there on tv xbox has a little thing on the end saying “preorder on xbox” or something similar. Now when they cant ad they go and do it anyway.
    Surely this is a breach of regulations or a grey area in terms and conditions of advertising rights.

    Either way it stinks more of sour grapes than anything else and makes me wonder if theres anything they cant buy or worm their way out of in their marketing department.

  3. i could be more charitable about this ad, if they hadn’t just paid god knows how much for exclusivity for the new Tomb Raider.

    i’d rather exclusive ad deals than buying exclusivity for multiplatform titles.

    and if activision and/or sony feel like ms have gone too far and are stepping on their toes, legally speaking of course, then saying they’re not actually advertising the game is not gonna protect them.

    i wonder if ms would sit back and do nothing if one of their exclusive ad deals was being devalued like that?

    i have a feeling this might come back and bite them on the arse.
    or maybe that’s just wishful thinking on my part.

    i mean, if it doesn’t result in a lawsuit, what’s to stop sony doing something similar when ms have an exclusive advertising deal?

    and the publishers aren’t going to be happy.
    if these ad deals are rendered worthless by this kind of stunt, then ms and somny aren’t going to want to pay for them.
    they won’t want to lose that extra bit of income.

    really this just smacks of desperation, especially after the pitiful Japanese x1 launch.

    if you were wondering, yeah, i am still bitter about Tomb Raider.

  4. Destiny… Lara Croft’s favourite fragrance.

  5. Clever advert, i guess the exclusive deal with Sony must be hurting them.
    Destiny has already broken preorder records and is probably set to break a few more, and given that XB1 is significantly behind in sales at the moment and also looking at the embarrassing Japan launch, they could probably really do with having a place on the Destiny publicity train right now.

  6. Simply brilliant. Sure, both sides do this. But it’s still amusing. Keep in mind the people in charge when the Xbone was made up is no longer.

  7. Interesting that this pops up now.

    I had two seperate conversations with colleagues at work on Friday. Both knew I had taken some time off for Destiny. They both said they’d seen some advertisement for it and were asking a few questions.

    In the course of conversation, it turned out neither of them knew the game was also available on xbox consoles.

    So it just goes to show that this sort of advertisment deal is very effective on those outside of the games media that we here like to spend our time with.

  8. As an update, the page was changed. No mention of Destiny (or perfume) there at all now. Wonder if someone got slapped wrists, or just playing it safe having made a point?

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