Microsoft Gets Bloggers Talking at Nightlife Events - Event Marketer

Microsoft Gets Bloggers Talking at Nightlife Events

DB_Microsoft_2012 Book
Brand: MICROSOFT
Agency: MOSAIC
Awards: EX AWARDS — BEST LIVE + DIGITAL PROGRAM (B-TO-C)
Year: 2012

It takes a lot more than a free sample to make an impact with the movers and shakers in the blogosphere. Microsoft’s Windows Phone set out to boost perception and adoption among bloggers and key consumers with a hands-on trial experience called the Windows Phone Night Market. For two nights in each of five cities, the events brought attendees together in a community-like digital environment fashioned as a high-tech marketplace. Inside the digital neighborhood, bloggers enjoyed trendy music while learning about the new devices through exhibits like a “Fruit Ninja” Dojo, the Zune “Name That Tune” station, an Angry Birds photo activation and a demo station for learning with a Windows Phone specialist.

Social media helped build attendance and generate word-of-mouth. After registering on Facebook, guests received a QR code confirmation via text that day, and another 48 hours prior to their event. They checked into the Night Market events using RFID and were reminded to tag into each experience using their RFID bracelets.

The event earned Microsoft nearly 9,000 new Facebook fans. Meanwhile, the 5,000 attendees sent 9,500 tweets reaching more than 4.7 million people on Twitter and wrote 18,000 Facebook posts, reaching more than 3.5 million people.

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