Windows Live Portrait Studio Targets Tech-Savvy Moms - Event Marketer

Windows Live Portrait Studio Targets Tech-Savvy Moms

DB_Silver_Microsoft Windows_2009 Ex
Brand: MICROSOFT
Agency: E2 MARKETING
Awards: EX AWARDS — BEST POP-UP STORE
Year: 2009

In an effort to generate word of mouth for its Windows Live websites and services among tech-savvy moms, Microsoft opened Windows Live Portrait Studio pop-ups in Brooklyn, NY and San Francisco neighborhoods known for their strong family demographics. The pop-ups were open for six weeks in April and May 2008, leading up to Mother’s Day.

Brand ambassadors signed up guests for a Windows Live ID to provide access to the free suite of Windows Live services. While guests were waiting to step into a stylists’ chair to get a mini-makeover, performers entertained the kids with magic tricks and puppet shows. Child photographers took family photos and sent guests to the Photo Lab where brand ambassadors helped them edit and send the photos out to friends from the Studio.

Exit surveys showed that 92 percent of participants were “interested” or “very interested” in continuing to use the services. As for word of mouth, 50 percent of guests came because someone told them about it and 85 percent said they would highly recommend visiting the studio to friends.

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