Microsoft’s major marketing push has continued today with its biggest digital out-of-home campaign rolling out through interactive screens, aiming to persuade consumers to personalise their Windows Phone 8 start screens.
24 interactive touch screens have been placed within shopping centres across the UK, allowing people to upload their photos and first names and configure their screens.
These will then be used for an upcoming national broadcast campaign, set to run across 450 screens across shopping centres, the London Underground, cinemas, rail stations and high visibility digital sites over a two-week period.
Images of the adverts featuring the face and name of each participant will also be included on the Windows Phone UK Facebook page, where they will be able to tag and share the advert.
Rory Behrman, business director at UM London, which created and planned the campaign, commented: “To pull off a media and technological feat of this scale required a huge amount of collaboration from all the parties involved. We’re delighted at the result – a true embodiment of the individuality that the Windows Phone experience delivers.”
Diane Perlman, marketing communications lead for Windows Phone UK, added: “This idea had the wow factor right from the start and I’m thrilled to see it coming to life in cinemas and shopping centres across the UK. With this innovation, we are enabling consumers to get involved in our campaign, become ‘famous’ and see first-hand how Windows Phone is unique to each one of us. The result is slick, easy to use and fun to interact with, just like Windows Phone.”
Outdoor media company Rapport booked the media for this campaign, while Grand Visual led the production and tech build, delivered through OpenLoop.
Microsoft is currently in the midst of a $500m marketing effort to promote its recently launched Windows 8 operating systems and Surface tablet.