Social and Influencer > Interactive Campaigns

EXCHANGE UNPLUGGED

WUNDERMAN INTERACTIVE, London / MICROSOFT / 2006

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Objective:Attract IT professionals to Roadshows about Microsoft Exchange, hosted by famous Exchange experts.Microsoft Exchange facilitates working without wires – or working ‘unplugged.’Strategy:Create the Exchange Tour Unplugged.This positioned the experts as performers on an Unplugged tour, capturing: a) Exchange’s key benefit (working unplugged), and b) Roadshow’s key benefit (intimate audience with top ‘performers’)Solutions:1) Interactive tour website 2) Tour banners, emails3) Holistic campaign, from ‘buskertising’ to DM concert tickets. Even venues were concert venues.Results:Sell out tour.Targets exceeded by 85%.10% email click-through.New date added for extra demand.

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