Microsoft Causes a Huge Stir with New Website Launch
Problem:
To introduce a new site, Windows Live Expo, whose value stemmed from user participation, Microsoft needed a unique approach to rapidly drive widespread awareness and usage on college campuses. Not an easy task when you're a social listing site competing against Craigslist and a multitude of new social classified and networking sites.
Solution:
To create the buzz essential for an effective launch, Microsoft hired RepNation, and working together, Edward G. Ramos III was born. Edward G. Ramos III was a figment of RepNation's imagination, but to students, he was an international collector of rare items. Posters and flyers were distributed through campus by a custom RepNation ambassador network to pre-alert students to Mr. Ramos's arrival and his wish list.
Ambassadors distributed odd items on his list like hard hats and maracas, hiding others around campus. Students who located items were encouraged to post the item on expo.live.com, where Mr. Ramos would be purchasing his list. Buzz grew, as well as students' participation, which led to a full-fledged scavenger hunt to locate the items he sought -- as Mr. Ramos would pay as much as $1000 for items on his list, like an Easy Bake Oven and Homer Simpson Chia Pet. The frenzy that the international collector invoked on campus was just the start, however.
RepNation and Microsoft followed with a program that would get the entire campus talking titled, "Be Real with the 'Real World'". Students were encouraged to post the most candid personal ads on expo.live.com, as the cast of the current show would be selecting winners to go on a "date" with them in their city. The program resulted in prime coverage on "ET on MTV."
The buzz generated far exceeded Microsoft's expectations. Registered users of Expo increased by 107%, website posts soared 427%, and Windows Live Expo was propelled into the national spotlight.
Credit Information
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Client: Microsoft
Agency: RepNation Media, LLC
Date of Campaign: 3/27/06 - 4/23/06
Case Study URL: http://www.repnation.com/womma/Expo.ppt