We launch a social media campaign by creating a posture called KickStanding (one leg stepping back then slant 35 degree representing unique function of Surface) under product concept of “slightly move, can be more fun”. We reached out to social media & trend crazed Thai by creating fun and shareable #KickStanding movement to get consumers to interact and response by taking their own photo freestyling kick standing action across all popular platforms. Everywhere they post #Kickstanding means everywhere they can use Surface.

The result was much better than expected:

• +43% unique engagements across all social platforms.

• Microsoft’s Thailand Facebook and Twitter gained +35% fan growth.

• 14,000,000+ impressions

• 404,000+ like, comment, and share from real participation.

• 2,700 photos with #KickStanding on all social network; Facebook, Twitter and Instagram within 1 month.

Finally, we’ve successfully built a new and breakthrough trend from crowdsourcing movement led by Microsoft and its new entertained fans that helped sparked numerous free PR on Digital TV and many top rank Thai portal websites and blogs.