To enhance its Windows-user experience, Microsoft has long offered online and downloadable capabilities, such as instant messenger and local search.
But to create excitement around its new-and-improved Windows Live options, Microsoft wanted to highlight features in a way that went beyond just talking about them. It wanted to display them in a real-life setting, one with which key users could really relate.
Strategy
Microsoft had done nontraditional outreach before, but "never a full brand emersion on network TV," says Brooke Richardson, Windows Live ...