Microsoft Touts Windows XP Pro with Human Kiosks
Microsoft reached out to GMR for a retail program heralding Windows XP Professional and the hardware that wears the software oh so well.
The effort hit 42 markets and 211 retail stories (Best Buy, CompUSA, Fry’s, Nebraska Furniture Mart and J&R’s) nationwide last fall. Three “human kiosks”—field staffers with laptops and demo trays strapped to them—wandered around stores, intercepting shoppers in relevant sections with one-on-one demonstrations of XP Pro. The staffers showed off the product, then explained what other devices the software would run on as well as the benefits of the new O.S. The demos were themed to real-life scenarios such as digital music, digital photography, digital home and mobility. The mobile aspect of the initiative allowed staffers to follow store traffic and customize each sample by target. A kiosk set up in a high-traffic area in each store served as a home base while the floaters circulated.
The team went through a five-day training session that taught the 70-member crew about the featured technologies, which included Microsoft’s Pocket PC, Tablet PC, Broadband Networking portfolio and Picture It! Imaging suite.
Nearly 27,000 consumers participated in hands-on demos, and more than 20,000 additional consumers observed the activities. In addition to the face-to-face impressions, more than $1.2 million worth of software and gadgets were sold as a result. Radio promotions in 10 markets helped promote the campaign, which ultimately generated 56 million media impressions and a 4.3:1 overall ROI number.