Microsoft kicks off Xbox marketing

Three new partners have joined Microsoft in its marketing of the Xbox. Vans shoes, SoBe drinks, and the fast-food chain Taco Bell have all signed on to provide cross-marketing opportunities. Xbox consoles will appear on SoBe's three-month cross-country Love Bus tour in an unnamed capacity; Taco Bell will promote the Xbox in its television commercials and in almost 7,000 of its restaurants; and the Vans Triple Crown series will now be sponsored by Microsoft instead of Sony after Microsoft signed a seven-year, six-figure deal with the shoe manufacturer. Additionally, Microsoft will send out inflatable Xbox arcades containing dozens of Xbox units and games to more than 40 US cities beginning in mid-November.