Microsoft Windows: WINDOWS/DEMOCRACY PLAZA

Credits & Description:

Advertiser: MICROSOFT WINDOWS
Agency: 206
Category: Viral Film
Windows Consumer Marketing: Lisa Sikora (Microsoft Windows)

Implementation
Windows met this objective by building election-themed engagements ranging from hands-on guided trials showcasing the latest in technology to custom video and photo experiences that guests could share via social media. Consumers (and even NBC anchors like Al Roker) got their photo taken and shared on Surface in a replica of the Oval Office, or their caricature drawn next to the presidential candidates on a Lenovo All-In-One touch screen computer. Additional engagements included the opportunity to perform a 'live' broadcast from the plaza (recorded then shared using Windows) or demonstrations of the NBC news application.

Relevancy
The Windows program drew on the excitement of the Presidential election and channeled this energy into highly relevant and exciting hands-on Windows OS and hardware product experiences – getting consumers to interact with the brand in a memorable way. Presidential photos, consumer driven 'live broadcast' videos, NBC app trials, and political caricatures all engaged the consumer in a creative, fun and inspirational way while simultaneously teaching them about Windows and what it can do for them. The ability to take consumers through simple, but culturally relevant product trials, while showcasing key benefits, was invaluable to the brand introduction.

Outcome
The program exceeded expectations with more than 12,000 consumer trials. Online Twitter reach was estimated at 23.9 million from 4,318 positive sentiment mentions. On Facebook the campaign reached 250,000 impressions with 3,422 likes and 944 shares. The program was featured during broadcast on Today Show, NBC News, MSNBC, as well as MSNBC.com, NBC Politics, and Media Bistro. Beyond the metrics, the campaign landed Windows in the hearts of consumers and successfully generated buzz: 'We’ve been looking for tablets for my daughter for a while now. I think we finally found what we’ve been looking for'.

Client Brief Or Objective
The program set out to expand on the NBC Democracy Plaza platform during the week leading up to the 2012 Presidential election. The goal was to generate unique and engaging consumer experiences that would introduce visitors to the exciting new Windows OS, hardware and newly developed apps. The campaign was designed to become an integral part of the NBC election coverage, gaining massive media impressions with themed setups built within key pedestrian traffic areas in Rockefeller Plaza.