The pop-up book was sent directly to the target market – a database of IT decision makers. It inspired them with Server Room Reboot ideas and then encouraged them to share their own with us, in order to win a reboot of their office server space.

There are a lot of big players in the cloud computing market, so we needed to do something with genuine engagement. The appeal of replacing a server room with something like a bar, a sauna or a giant aquarium holds universal appeal. A project like this does the impossible – it makes conversations around servers interesting and appealing, and converts office workers into engaged advocates for Microsoft Azure.

The typical conversion rate for lead generation from physical DM to technology sits around 5%. After just a few weeks in market, the Server Room Reboot DM is currently sitting at over four times the average, with a 23% conversion rate. 52% of visitors engaged with every content piece on the microsite and 17% have successfully entered to win a Server Room Reboot for their own office.