Microsoft has made a huge commitment to Major League Soccer in the U.S. and activates its sponsorship throughout the season. But at the MLS All-Star game on Aug. 6, the brand made a big-time push to help fans get more familiar with its Surface tablets. The tech giant plastered the streets of Portland, OR, with brand ambassadors armed with the Surface. Their mission was simple: get people to try it out. Microsoft didn’t leave it there. The brand deployed a fleet of pedicabs, each manned by a thoroughly trained brand ambassador that knew the product at least as well as she knew her way around town. While the passengers enjoyed the ride, they played with an on-board Surface tablet, asking questions along the way. For the hat trick, Microsoft sent a food truck out to bring sustenance and Surfaces to the hungry fans. Goal! Agency: Eiger Marketing Group, Seattle; Gilt Edge Soccer Marketing, Chicago.