Brand Experience and Activation > Product/Service
CREATURE, Seattle, Wa / MICROSOFT / 2008
Overview
Credits
ClientBriefOrObjective
Microsoft wanted to introduce Windows Home Server. It’s a product that does stuff with computers. It’s technical. And a little geeky. So we needed to create a promotion that would overcome those barriers and educate people about the server in an engaging way.
Effectiveness
Within two months of the book’s release, the entire production run of servers had sold out. The book received praise from numerous sources, it was lauded as cooler than any gadget at the International Consumer Electronics Show, and The New York Times featured it in their Business section. The book’s success has also warranted it being translated into other languages.
Implementation
We made Windows Home Server a family issue, and created the idea of the Stay-at-Home-Server. As with any issue, the children are the most affected. So we wrote a book to talk about the issue. The book answers all questions a child might ask when a server is brought into the home, and does it in a way that is both easy to understand and fun.
Relevancy
The book was given away at the International Consumer Electronics Show, which is one of the world’s largest electronics trade shows. The lighthearted nature of the book was a perfect contrast to the rest of the show. In addition, the book is for sale on Amazon.com. The controversy of a marketing tool being sold as a retail item has generated PR for the campaign and contributed to the success of spreading the word about Windows Home Server.
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