Windows 8: Your world through Windows 8

Tim Castree and Sasha Wolfe

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.

Windows 8: Your world through Windows 8

Tim Castree and Sasha WolfeStarcom MediaVest Group

Campaign details

Brand owner: Microsoft CorporationAgency: Starcom MediaVest GroupBrand: Windows 8Country: United StatesIndustry: PCs, computing, high-techMedia budget (USD): Over $20 millionChannels 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...

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