Microsoft Kiosks Engage Business Travelers in Airports - Event Marketer

Microsoft Kiosks Engage Business Travelers in Airports

DB_MicrosoftAcre_2004 Ex
Brand: MICROSOFT
Agency: JACK MORTON WORLDWIDE
Awards: EX AWARDS — BEST MULTI-MARKET EVENT (CONSUMER)
Year: 2004

Microsoft hooked up with Jack Morton to introduce business travelers to its Tablet PC—inside airports.

With the ambitious goal of physically connecting with 100,000 people, immersions were set up inside airports in seven markets. Kiosks were staffed by teams of three who engaged business travelers in terminals, let them test the Tablet, and answered questions. The result was 125,000 hands-on demos, blowing past the initial goal by 25 percent.

If it sounds easy, it wasn’t. Exhibits had to be flexible enough to work near a wall at LaGuardia or between gates 4 and 5 at O’Hare. In a post-9/11 world, Morton had to plan ahead and treat each airport as a different maze it had to navigate on behalf of the client. In addition to a logistical nightmare, oops we mean challenge, there was no roaming allowed at airports—so staffers had to let the target approach them, not the other way around.

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