Windows 8: Your world through Windows 8

Tim Castree and Sasha Wolfe
Starcom MediaVest Group

Campaign details

Brand owner: Microsoft Corporation
Agency: Starcom MediaVest Group
Brand: Windows 8
Country: United States
Industry: PCs, computing, high-tech
Media budget (USD): Over $20 million
Channels used: Branded content, Events and experiential, Internet - display, Internet - general, Internet - microsites, widgets, Internet - search, Magazines - consumer, Mobile and apps, Online video, Outdoor, out-of-home, Product and other sampling, Product placement, Social media, Television, Sponsorship - media, WOM/Viral

Executive summary

When Microsoft, the software group, launched the Windows 8 version of its operating system, it faced the challenge of communicating the distinguishing characteristics of its new release, even though only a small section of the audience had used the product or knew about its innovations. This case study describes a multi-platform campaign that marketed Windows 8 by showing how the system could be used to reflect individuals' lives and and priorities and could also be tailored to a variety of contexts. These options included displaying how favourite TV characters and shows appeared in a Windows 8 world and a recreation of the tile-like design of the Windows 8 userface on giant screens in New York's Times Square. As evidence of the success of its approach, this case study cites the number of Windows 8 licenses shipped and the number of Windows 8 app downloads generated.

Campaign background