The Opportunity:
Microsoft’s U.S. Central Marketing Group wanted to see if mobile advertising could engage IT professionals and drive additional demand for Microsoft Office SharePoint Server (MOSS). Previously, Microsoft had conducted limited mobile marketing testing, and John Cosley (Digital Marketing, U.S. CMG) sought to determine how social unctionality and exclusive content would increase user interest and generate demand. Microsoft was also eager to explore the effectiveness of mobile communities and “snackable” audio/video to extend brand interaction before and after the work day.
John turned toMillennial Media, a leading mobile ad network, and Ansible, Interpublic Group’s mobile marketing agency, to create and deliver a high-impact mobile destination and advertising campaign.
“This campaign was a success because we created a great user experience highlighted by social features and relevant content, strong banner ads that drove traffic to the mobile site, and a highly effective media placement that reached our target audience,” Said Mr. Cosley.
