PMA 2010 REGGIE Webinar:

Behind the Windows 7 Launch Campaign

Category: International/Global (No budgetary parameters)

Rank: Bronze

Microsoft was preparing for one of the largest and most important initiatives in its history – the worldwide launch of its Windows 7 operating system. Key to the marketing strategy was the message that Microsoft, in designing this operating system, had taken to heart the wishes of everyday consumers like never before. To emphasize this message, and to activate its passionate brand advocates, Microsoft asked House Party to put its pioneering fusion of in-home, online, word-of-mouth, and social media marketing at the center of the launch. With House Party's help, Microsoft enlisted over 42,000 consumers around the world to host parties in their homes to debut, demonstrate and celebrate Microsoft's new software.

Hear how House Party coordinated launch parties around the world on an unprecedented scale to create enthusiasm and adoption of this new Microsoft product.