The Netherlands is a very competitive and developed market regarding branded content. Public media owners are forbidden to create and or distribute branded content. Commercial networks for TV and Online media platforms are able to create a wide range of branded content solutions.

In the past few years, Internet Explorer was the laughingstock of heavy internet users.

So we faced a major challenge with the launch of Internet Explorer 11.First of all, how do we make Dutch Internet users fall in love again with the browser? And secondly, how do we claim our innovative role in the era of ‘touch first’ web browsing?

The first and most important step in winning back the hearts of Dutch internet users, was to convince web developers. They are highly critical, influential and the first to embrace or disgrace new software and technology.

We teamed up with 22tracks.com: a critically acclaimed and fast growing music platform from Amsterdam. 22tracks is extremely credible and popular amongst influentials in music, technology and design.

Together, IE11 and 22tracks worked on a complete redesign of 22tracks.com This resulted in a super fast and fluid site that embodies all the new features of IE11 and enables THE new way of experiencing music online: by ‘touch first’.

PR was key to reach web developers and show them IE11 was really investing in the future of web browsing.

We first announced the 22tracks project during Build in San Francisco, world’s biggest annual web developers conference.

We then premiered the site at a specially organized industry event in Amsterdam.

And finally, we shared the innovative relationship between IE11 and 22tracks with the national and international press through an short documentary.

This unique collaboration resulted in the worlds first ever music-touch-experience and therefore generated rave reviews in the press.

through PR and online documentaries the target audiences was informed about this unique project. But the target audience was already on the platform, so we didn't have to 'pull' them towards the content.

The PR value was 5 times higher than expected. More importantly, web developers showed their respect and appreciation by nominating the 22tracks site for the prestigious FWA web award.

Instead of launching just another campaign, IE11 really became part of the conversation. IE was definitely no longer a laughing stock and the first step in winning back the hearts of Internet users was taken.

The unique local collaboration between music platform 22Tracks and Internet Explorer11 resulted in the worlds first ever music-touch-experience and therefore generated global exposure and extremely positive product reviews by one of the most critical target audiences --> Web Developers.