Microsoft Promo ADVERTISING WEEK by McCann New York, Momentum San Francisco

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Industry Software & Multimedia Productions, SaaS
Media Promo & PR
Market United States
Agency McCann New York
Creative Director Laurie Ahrens
Digital Creative Director Doug Wick
Agency Momentum San Francisco
Released September 2009

Credits & Description

Category: Event and Field Marketing
Date of First Appearance: Sep 21 2009 12:00AM
Entrant Company: MOMENTUM WORLWIDE, San Francisco, USA
Account Executive: Andrea Pitchford (Momentum Worldwide)
Digital Creative Director: Doug Wick (Momentum Worldwide)
Creative Director: Laurie Ahrens (Momentum Worldwide)
Live Event Producer: Chris Manganelli (Momentum Worldwide)
Account Executive: Devin Holmes (McCann Erickson)
Account Executive: Haider Rafique (McCann Erickson)
Project Manager: Angela Fluchel (Momentum Worldwide)
Senior Art Director: Christy Drew (Momentum Worldwide)
Account Director: Barbara Ellis (Momentum Worldwide)
Managing Director: Matt Matzen (Momentum Worldwide)
Media placement: Event - Crown Plaza Hotel - 21 September 2009
Media placement: Event - Paley Center - 22 September 2009
Media placement: Event - Times Center - 23 September 2009

Describe the objective of the promotion.
The objective was to establish a recognisable and relevant identity with Microsoft Advertising’s target demographic, creating buzz and driving engagements through an experiential activation at the 2009 Advertising Week in New York City. Microsoft Advertising had just finalised their brand campaign, The Unified Theory of Advertising. The heart of this “theory” is all about convergence. When enough of the right people, ideas, and technology come together, extraordinary things happen. Creating impact at Advertising Week was critical to the success of their launch. They needed an integrated solution, and a real-world demonstration of The Unified Theory of Advertising.

Describe how the promotion developed from concept to implementation
RFID technology, via a red bracelet, was the key to attendee experiences at Advertising Week. These bracelets were uniquely associated with visitors during registration and provided real-time information that allowed us to execute and personalise our event tactics. Bracelet holders got access to VIP seats at conference events, “insider” text messages, entry to The Microsoft Loft, an all-day and late-night party, plus free rides in branded pedi-cabs and XBOX and ZUNE giveaways. Twitter updates, live Bing “heat maps” tracking bracelet use and Facebook posts built buzz, demonstrated the power of convergence, and brought the Unified Theory of Advertising to life.

Describe the success of the promotion with both client and consumer including some quantifiable results
We started with the brand’s new, distinct visual identity – RED. Then, we ignited the Advertising Week community using technology: RFID throughout venues, Microsoft-hosted events, created The Microsoft LOFT and synced it all to users’ phones and online. We created the perception that Microsoft Advertising was everywhere. We launched the new brand image to over 12,000 conference attendees, assembled 893 RFID participants, collected 452 opt-ins, and sent over 20,000 unique text messages. Finally, we demonstrated the power of UNIFYING. We brought together the people, technologies and creative energy that embody our client, delivering a cohesive and impactful campaign experience.

Explain why the method of promotion was most relevant to the product or service
Microsoft Advertising provides non-traditional, digital advertising solutions so their brand launch needed to reinforce this in a non-traditional way as well. For the brand campaign launch, we combined guerilla, social media and technology to create a buzz-worthy and memorable experience for a target market who has seen it all – the Advertising Week Community. Microsoft Advertising is everywhere. But we needed to prove it. RFID bracelets enabled attendees to join the fun, come together and build a community, creating “Critical Mass”. Once 'Critical Mass' was reached, we dished out the awesome prizes and experiences. It was simple and successful.