Project type: partnership, sub-brand design, creative, consumer engagement, 3D design, event production, public relations, video production, social media, website development
Industry: Software
Microsoft wants
Moms to love software.
Ok. Quite the challenge.
The kind of challenge that
calls for a breakthrough
idea, and a lot of help
from the one and only…
SANTA!
We knew if Mom could just see the features of Windows 7 first hand, then love would quickly follow. So we focused on Photo Fuse and Photo Mail, which makes the editing and sharing of family photos simple. 
"After carefully choosing our engagement, we enrolled a key national partner that was loved by families, had a vast communications network and could help bring the program to life. There was no better partner than Southwest Airlines."
The big idea was to take boring downtime for passengers waiting at airport gates across the country and turn it into a fun opportunity to get free holiday photos—with good ole’ St. Nick.
After the enthusiastic passengers enjoyed their moment with the jolly one, Windows elves provided a short demo featuring easy elements from Windows to edit and share their photos. And of course, a free print was given on the spot.
"We created an online component for the program so customers could participate without needing to be at one of our kiosk locations. Games and a national sweepstakes were used to generate traffic."
The results in year 1 were impressive: more than 300,000 photos were taken, delivering 91,692 consumer trials of Photo Fuse and Photo Mail. We even won the PROMO Award for "Best Campaign with a Holiday Theme". A "Happy Holidays" it was for all involved.
In year one of the program, media coverage was secured in hundreds of publications and blogs including Life and Style Weekly, ABC News, Jaunted and GeekSugar, The New York Times
There were over 45,500,300 impressions in our 2010 program.
