Microsoft Woos Gen Z with a Techie Chicago Dell Pop-Up
How do you entice the post-Millennial marketplace—that new generation of savvy, highly technical pre-teens and teens you can’t woo to demo a product with a glass of wine or influencer night in the club? To raise awareness about a partnership and to launch a free upgrade of Microsoft’s new operating software Windows 10, Dell and Microsoft transformed a 10-story building in Chicago into the #DellLounge. The four-day summer pop-up offered product interactions, themed areas and learning labs staffed by partners and instructors.
Among standout experiences: a gaming lab featuring a VR activation with Oculus and 3D Live, and a station where attendees could create Hologram Selfies and share 3D holographic video. There were appearances by e-sports shout casters, YouTube celebrities, bloggers and djs. Multiple CSR engagements encouraged participants to #UpgradeYourWorld—from code writing with Girl Scouts, e-waste recycling projects and a pledge asking participants to create their own #LegacyOfGood. Most experiences were tied to Dell and Microsoft devices and services. Every night the building came alive with a custom Dell/Windows 10-controlled light show across all floors of the building.
The #DellLounge garnered 2.3 billion social media impressions, and on day two of the activation, the Microsoft Windows Upgrade site had reached capacity and was backlogged with requests. That’s what you call a good problem.