Microsoft Unveils “Biggest Ever” Interactive Digital Outdoor Campaign
With the release of Windows Phone 8 in October, Microsoft has been pushing marketing activity for the new operating system. Yesterday Microsoft unveiled their latest efforts, with their “biggest ever” interactive digital outdoor campaign.
24 Interactive screens featuring a giant Windows Phone 8 start screen have been developed for passers by to personalise. This includes uploading a name, picture and choosing the applications that they would want to see on their phone. This personalisation aims to show consumers how Windows Phone 8 can provide everyone with a unique and individual experience. When saved, these personalised Windows Phone “profiles” as such will then be used for a two week national broadcast campaign coming soon, across 450 screens in the UK (shopping centres, underground and cinemas included). These profiles will also be shared on the Windows Phone UK Facebook page for all users to see.
The experience of the Interactive Screens will allow these people to not only be informed about the Windows Phone individualisation, but also seeing their faces in a broadcast campaign will give them the chance to feel part of something or even “famous”.
These integrated digital elements will definitely raise the profile of the Windows Phone 8 as consumers like to engage with products and brands, as well as learning the benefits of what the product has to offer them- which in this case is a slick interactive phone with promotes individuality.
Agency: Rapport, Grand Visual, OpenLoop
Client: Microsoft Windows Phone 8
Place: United Kingdom