Internet Explorer: Shovel - Dig into your social life

Ranjan Atreya

This case study describes a social media campaign in India by Microsoft, the computer software and electronics giant, to promote its Internet Explorer web browser.

Internet Explorer: Shovel - Dig into your social life

Ranjan Atreya

Campaign details

Brand owner: Microsoft IndiaAgency: Synapse Information Services (primary: concept, design, production and management); KRDS (development partner); Reprise Media (media buying); Hungama (digital services – social-media partner)Brand: Internet ExplorerCountry: India

Executive summary

Objective

Internet Explorer had a negative perception of being inferior to Chrome and Firefox. Even though Internet Explorer 10 was a leap ahead of its predecessors, the perception still remained that it was a slow and buggy browser that would either hang or slow your system down. We wanted...

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