Why not have some crazy promotion at TGS offering attendees an easy chance to score a free Xbox? At some Xbox events in Japan, if attendees simply play an Xbox game and get a card stamped by one of the booth girls at the game kiosks, they can enter a drawing to win a free Xbox. At those events, I bet one out of every 30 people win free consoles.
But why not have 1 out of every 5 TGS attendee win an Xbox just for visiting the Microsoft booth? These are the most hardcore gamers in Japan. I think it would be an effective (although mildly expensive) way to get the word out about the console.
That's my crackpot theory.
-rp