Microsoft demands an eXPerience for its new product
Objective:
BBL worked with Microsoft to reveal its new version of Windows, in synchronisation with the rest of world to ensure maximum press coverage, customer education, partner support and, of course, that important new product excitement.
Plan:
There was only one venue available on the required date for an expected audience of 2500. So within the space detailed planning and logistical control was required not only to transform the main auditorium but also to create various areas for VIP guests, press and supporting partners’ exhibits.
Event:
The venue was transformed with a press pavilion and partner lounge to compliment the auditorium’s transformation into a live version of the software. With the press able to interview key spokespeople, trial the software, write and send articles while at the event, positive coverage was delivered.
With the additional complication of a serious terrorism alert BBL’s through planning was put to the most extreme test and passed without incident.
Success:
The required press coverage was gained for the new product, alongside the buzz for customers, that was created by the larger than life version of the software used on stage. Partners had a great opportunity to kick start sales at the launch and were educated further about the products features enabling continued sales growth post launch.
Statistics:
- 18 launch partners represented at the event
- Champagne and Canapé reception
- Microsoft CEO Steve Balmer presented and hosted press interviews
- 200 press in attendance
- BBL given a “beyond the call of duty” award by Microsoft for the event
