Microsoft’s In-Store VIP Experiences Surprise and Delight Consumers
Microsoft wanted its stores to be the go-to destination for its new Surface Pro 3 (SP3). The resulting program offered a variety of in-store experiences designed to excite both super-fans and consumers of all ages.
Launch day kicked off with a VIP experience designed to delight all early-morning loyalists who showed up to pick up their pre-orders or buy on-site. Treats included hot grab and go breakfast burritos, yogurt parfaits, coffee, juice, Surface branded cookies and exclusive giveaways. Live djs created a festive launch party atmosphere. A summer sweepstakes launched the same day, rewarding those who signed up for a SP3 demo with a shot at a family prize package loaded with Microsoft devices.
A week later, the party continued in 10 store markets with the Surface Summer Celebration, a series of events that transformed the stores into beach-themed getaways complete with beach towels, chairs, beach balls, a live dj and leis for every customer. The brand cleverly integrated its SP3 into the events with themed activities that showed off the device’s features. The Artist Corner, where caricaturist artists drew consumer portraits on the SP3 with Microsoft Fresh Paint software, showed off the drawing and touch screen features. In-store Skype sessions featuring friendly rivals Jerry Rice from the San Francisco 49ers and Doug Baldwin from the Seattle Seahawks demonstrated the smart glass features of the SP3 (and the excitement of each respective city’s fans).
In all, the SP3 launch program packed ’em in, attracting more than 7,000 attendees and earning 310 media placements with a reach of 434 million.