The objective of MGXFY08 was to inspire Microsoft’s global sales force and incite pride in their work and the company. The solution was to put the attendees at the center of the campaign and channel new media to unleash the power of the live experience. The end-to-end experience began with an online interactive element and culminated in a live event experienced by 13,000 people from more than 90 nations and an additional 50,000 viewers online and via satellite broadcast.

The campaign was introduced through a localized email that unveiled the theme and provided a clear call to action directing them to the MGX registration site. The site served as both a portal for event information as well as an interactive for the submission of videos, stories and photos to drive content.During the event, live television production techniques through dynamic camera shots, backstage moments and satellite celebrity appearances were utilized to highlight attendee experience. One of the most innovative media elements was a customized live radio station broadcast outside the arena and in to transportation vehicles.