Microsoft Windows: MICROTROPOLIS

Credits & Description:

Advertiser: MICROSOFT
Agency: MOTHER NEW YORK
Category: Viral Film
Mother New York: Mother New York (Mother New York)

Implementation
We built Microtropolis, a massive scale model of Manhattan that people could walk through, where each neighbourhood mirrored the personality and social graph of each neighborhood by calling upon iconic people and institutions, who curated their neighborhoods with content on over 200 Windows 8 desktop devices placed throughout the neighbourhoods. Knowing that our experience had to feel more art exhibit than pop-up product demonstration, we leveraged a variety of influential cultural institutions; we developed events such as a musical block party with Filter Magazine, a live concert in Central Park, and a Film Society of Lincoln Center Movie Night.

Outcome
In just three days, the launch got people who were over 33% more influential than average to generate over 20m Twitter impressions. This made us one of the hottest NY conversations on Twitter while also beating sales expectations by 100%. Influencers who hadn’t touched a PC in years were taking pictures of Microsoft software with their iPhones, and developing a more emotional connection with the Microsoft brand. Sentiment across social networks was 98% favorable.

Relevancy
The creative execution brought Windows 8 to life in a way that allowed jaded New Yorkers to see what was unique and interesting about the operating system using real content and social data relevant to their interests and passions – the many neighbourhoods of Manhattan. Rather than using fake social content or none at all, Microtropolis built an experience that showed off the product in a way that felt cultural, connected to their city, and more like an opening of an art exhibit than a branded product demonstration.

Client Brief Or Objective
As part of the Windows 8 global launch, Microsoft wanted to grab the attention of NYC cultural influencers and demo its redesigned operating system and Surface tablet. The problem: these people don’t respond well to mainstream brand-marketing activities and most likely hadn't touched a Microsoft product in years. Furthermore, the challenge was that the most interesting feature of the operating system - the ability to weave a user's multiple social feeds and content into a real time, self-updating, desktop - is difficult to understand and get excited about without being able to interact with your personal data in the system.