PC HOOKUP by Crispin Porter + Bogusky Boulder for Microsoft Windows

PC HOOKUP

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Industry Software & Multimedia Productions, SaaS
Media Promo & PR, Case study
Market United States
Agency Crispin Porter + Bogusky Boulder
Associate Creative Director Jason Marks
Editor Rockland Bazemore
Released July 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: MICROSOFT
Product/Service: WINDOWS 7
Agency: CRISPIN PORTER + BOGUSKY
Date of First Appearance: Jul 7 2009 12:00AM
Entrant Company: CRISPIN PORTER + BOGUSKY, Boulder, USA
Entry URL: http://wwwawards.cpbgroup.com/awards/2010/cl_cl/msft_pchookup.html
Chief Creative Officers: Rob Reilly/Andrew Keller/ Jeff Benjamin (Crispin Porter + Bogusky)
Associate Creative Director: Jason Marks (Crispin Porter + Bogusky)
Copywriters: Jason Marks/Christian Lander (Crispin Porter + Bogusky)
Interactive Designer: Kevin Yaun (Crispin Porter + Bogusky)
Interactive Design Director: Marlon Hernandez (Crispin Porter + Bogusky)
Director of Integrated Production: David Rolfe (Crispin Porter + Bogusky)
Managing Director of Interactive: Winston Binch (Crispin Porter + Bogusky)
Group Executive Producer: Pam Scheideler (Crispin Porter + Bogusky)
Senior Integrated Producer: Madison Wharton (Crispin Porter + Bogusky)
Integrated Producers: Robin Cain/Darden Longenecker (Crispin Porter + Bogusky)
Editor: Rockland Bazemore (Pretty Bird Production)
Interactive Technical Director: Scott Prindle (Crispin Porter + Bogusky)
Associate Technical Director: Matthew Ray (Crispin Porter + Bogusky)
Interaction Director: Matt Walsh (Crispin Porter + Bogusky)
Interaction Designer: Nicole Furi (Crispin Porter + Bogusky)
Technical Leads: Joe Corr/Laura Nichols (Crispin Porter + Bogusky)
VP Group Media Director: Bryant King (Crispin Porter + Bogusky)
Associate Media Director: Jennifer Bollman (Crispin Porter + Bogusky)
Associate Media Director: Kevin Hung (Crispin Porter + Bogusky)
Interactive Media Planner: Taylor Grimes (Crispin Porter + Bogusky)
Media placement: Online Banners - Online - 7 July 2009
Media placement: TV Campaign- 10 Spots - TV - 15 July 2009

Results and Effectiveness
The show was a huge success driving 607,098 visits to the Microsoft page average users spent 4.3 minutes engaged in Microsoft content. 218,872 people tuned in to watch live and 1,304 people actually took the time to submit original content. The partnership with Current TV drove 102 user submissions and 35% of all viewers on the show’s YouTube channel were 18-24. Tweets increased 33,000% from the first show to the last and in-show chats increased 424%. Most importantly, paid advertising ended two weeks before the show did, and unique views and average time spent continued to grow solidly and organically.

Creative Execution
To hit our target where they were already engaged 10 Live web shows were created and hosted on Justin.Tv. Every show featured live, real-time chat during the show and integration with Twitter. Nine site buyouts ran live PC hookup streaming banners during the show, and prior to the show ran banners featuring a custom countdown. The video from the shows was syndicated across the web, Xbox Live and even mobile. PC hook-up recruited viewers through a Facebook social applications and Current TV VCAMs. Banners were created featuring host Christian Lander with a specific product and a call to action driving the user to the manufacturer's website.

Insights, Strategy & the Idea
Is there a place where you can reach a younger demographic while they are interested? Where they will sit down and pay attention to your message? The short answer is no. Enter PC hook-up. The PC Hook-Up Live Show was a live streaming web show, airing twice a week for 5 weeks on Justin.TV. Each episode focused on a different online topic – everything from Gaming to Music to online shopping. Host Christian Lander, author of Stuff White People Like, and one Internet-famous celebrity would give away a Windows-based PC at the end of every show. Contestants would call in via web cam to pitch their internet idea. The Show hit transitioners in areas where they are already engaged and participating while also building online buzz and ultimately driving preference for a Windows PC.